Lego isn’t just selling bricks; it’s selling creativity and stories. Over the years Lego has developed a vast content ecosystem (toys, movies, games, magazines, social media content, and more), and their editorial planning is all about weaving them together: - Product Release Tie-ins: Whenever Lego launches a new set or theme (say a new Star Wars Lego kit or a space-exploration series), the content calendar springs into action. They’ll schedule designer interview videos for YouTube talking about the making of the set, blog posts on Lego.com with inspiration ideas, social media challenges (like “show us your coolest spaceship build”), and coordination with the Lego Life app for kids where they highlight fan creations related to that theme.
All these pieces are timed around the product release to create a splash and sustained interest. - Managing Multiple Audiences: Lego’s audience ranges from young kids to adult fans (AFOLs – Adult Fans of Lego). They maintain different content streams for each. The editorial calendar segments content by audience – for example, a simple how-to-build Instagram video for kids might go out the same week as a long-form article on the Lego Ideas blog (targeted at adults) about a fan-designed set coming to market. By planning with audience tags, they ensure each demographic gets content tailored to them regularly. - Event and Media Synergy: Lego’s calendar also factors in big media releases.
If a Lego Movie is hitting theaters, you can bet their calendar leading up to it is full of content about the movie characters in brick form, behind-the-scenes looks at animating Lego, etc. Similarly, they coordinate with external events like Comic- Con or game releases, scheduling timely posts to join those larger conversations. - Community-Driven Content: The Lego Ideas platform (where fans submit designs that can become real sets) generates a lot of content. Lego’s editorial team plans updates on projects reaching milestones, winner announcements, and showcases of upcoming fan-inspired sets. These are slotted into the calendar to keep the fan community engaged and celebrated.
Lesson from Lego: Complex brands with diverse audiences and product lines benefit from a very structured content calendar . Using the calendar to segment by audience and theme helps ensure you’re serving each part of your fan base. Also, coordinating your content with product launches, movies, or events maximizes the impact of each piece and tells a cohesive story across platforms.