Lego prides itself on being safe. Nothing wrong with safe, says ANZ Vice President and GM Troy Taylor, a safe-handed 21-year company veteran who’s presided over 16 consecutive years of growth. So he baulked when Initiative came up with a plan to partner with Nitro Circus to put the boosters on its new Lego City Stuntz range. He started to sweat. “My first thought was Mother energy drinks. Women in bikinis. Concerned mums in the stands waiting for kids to fall off motorbikes …. This sounds a bit risqué for a Danish brand … Do we have to do this?” per Taylor. “I was the resistor.” But sometimes, he says, “You just have to let go.” So he did – and Lego’s partnership with Nitro Circus delivered in spades, going global in the process. The upshot? Double-digit sales boost, massive jumps in desire and awareness – and a connection with an audience it hadn’t previously been reaching. Plus, it won the MFA’s 2023 Grand Prix. Lego’s Taylor and Initiative strategy & product chief Chris Colter unpack the process, the “cool currency” challenges in marketing to kids via their parents, why Lego Masters shows no signs of slowing, and the importance of sidestepping ‘care washing’ – even when you care more than most.
