Lego, a well-known toy brand, experienced a significant transformation through market research.
Originally targeting mainly young boys, Lego conducted a thorough four-year market research study, discovering that only nine percent of its users were female.
Recognizing an opportunity to expand its reach and empower young girls, Lego decided to create products specifically appealing to this audience.
The market research involved studying the play habits of 3,500 girls and their mothers, leading to the development of a new product line called "Friends." This line featured more vibrant and diverse colors, attractive packaging, and figures designed to cater to the young female audience by including accessories like hairbrushes and purses.
The result was a successful launch of Lego Friends in 2012, significantly increasing Lego's market share in construction toys for girls. The share of girls among Lego players saw a substantial rise, and Lego Friends is credited with tripling the sales of girls' construction toys in the U.S. and larger European countries, reaching $900 million in 2014, up from $300 million in 2011, according to the NPD Group. This case highlights the transformative power of market research in adapting product strategies and expanding market reach.
