Lego has been around since 1949, making it one of the oldest toys on the market. Over the years, they've released a wide variety of products, including sets, mini-figures, and even movie tie-ins. But it's their bricks that have made them so famous.
In recent years, Lego has become known for its print advertising. And while some may see this as just another way to bombard children with ads from an early age, there is a method to Lego's madness. If you want to know more about Lego ad analysis, check this out now!
To understand how print advertising works for Lego, it's important to first understand what motivates people to buy products. According to behavioral economics, humans are primarily motivated by two things: incentives and fear. Incentives are things that give you pleasure or make you feel good, while fear is what makes you feel hesitation or uncertainty.
When it comes to Lego products, the incentives are obvious: playing with the toys is intrinsically rewarding. But what about fear? For many adults, Legos are associated with a sense of mastery: building something from scratch is a difficult but satisfying task. This feeling of accomplishment drives buyers to purchase Lego products at a higher rate than non-buyers.
Lego products have become synonymous with childhood and creativity, thanks to their iconic print ads. The Lego Effect is the term given to the phenomenon in which adults are now just as likely as children to enjoy building with Legos.