Case Study—Rebuild the World: How LEGO Reinvented Creativity in Play

This case study examines the LEGO Group’s 2019 Rebuild the World campaign, the company’s first global-scale brand initiative in more than three decades. Following a 2016–2017 stall-out, which was driven largely by low-affinity parents who did not view LEGO play as creative, the company sought to reframe its value proposition by emphasizing creativity and rebuilding. By tracing the LEGO Group’s historical evolution, shifts in buyer-user dynamics, and the growing influence of parents in toy purchasing decisions, this case covers and illustrates a broad set of core marketing concepts, including perception, segmentation and targeting, positioning, and brand versus product strategy.