The Times They Are a-Changing: Is LEGO a Lifestyle Brand?
/Is LEGO just a company that sells toys or is it a brand that sells an identity? From display sets to apparel, The LEGO Group is leaning into a lifestyle-driven marketing approach. We explore if this new direction is the same brand we grew up with or a departure from their wooden toy roots.
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LEGO took a different approach to San Diego Comic-Con this year, transforming its booth into a travel-themed gateway to Star Wars, Pokémon, Ninjago and more. We explore the sights, reveals, and thinking behind LEGO’s Smart Play-centric Comic-Con 2026 experience.