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 One Piece may be a licensed theme, but its latest wave feels surprisingly familiar. From pirate ships and towering castles to compact town scenes, we explore how the sets channel some of LEGO’s classic themes.