LEGO has long been known for its collaboration and involvement with its community. It’s the same strategy that helped LEGO recapture its share in the toy market in the late 2000s.
But its communities cannot be considered to be just customers. As Harvard Business Review mentions, “True communities are more than groups of customers, they are groups of people who keep coming together over what they care about.”
LEGO Certified Stores Middle East recently launched its ‘first-of-a–kind’ collaboration with Adults Fans of LEGO community, also known as AFOL.
It joined forces with the AFOL community to orchestrate events led by the LEGO Stores Community Lead and a dedicated team of ‘Brick Buddies’.
In the Middle East as well there exists a large growing community of AFOLs.
Manohar Raju, LEGO Stores Community Lead and AFOL member shares with Campaign Middle East, his experience as a part of the community and how its interlinked with the brand.
What does your role as a LEGO Stores Community Lead entail?
I will work together with the LEGO Certified Stores appointed Brick Buddies to arrange the monthly meets in store, help promote the community and encourage more AFOLs to join plus communicate with existing AFOLs on upcoming builds, offers and how we can collaborate with the brand.
In what way do you see your role influencing the brand’s image and engagement with fans?
I believe the whole AFOL community plays a role in showing others that you’re never too old for LEGO.
What makes the LEGO Stores Community unique and valuable to the brand?
It works both ways. It’s the first time the LEGO Certified Stores is endorsing and facilitating a community for AFOLs where we can use the stores as a platform for our monthly events, work closely with the brand to learn more about exclusives and offers and also attract even more AFOLs to the group.
We know a lot of AFOLs exist in our region but this is a great way to bring everyone together. In terms of what value we bring to the brand, we are always offering feedback, promoting the value of building and encouraging more fans to get involved.
What advice would you give to other brands looking to engage with and foster a dedicated fan community, similar to what LEGO has achieved?
It really needs to be organic and be sparked by the love of a brand. The AFOLs community was something that was started not by the brand but by the fans themselves and built around the love they have of building. However, the community grew with the support and engagement of the brand.
We have regular communications, events and offers all dedicated to the AFOL community and that’s what’s really unique and valuable. LEGO recognises the value of our community and always keeps us engaged through various initiatives.
Campaign Middle East also spoke to Amir Zweil, VP Marketing & Innovation, MAF Lifestyle about the strategy behind the AFOL community.
How does the Adult Fans for LEGO tie in your entire marketing strategy?
AFOLs are passionate and deeply engaged with LEGO, offering a unique avenue for fostering customer engagement. Their enthusiasm drives conversations and interactions that extend beyond traditional marketing channels.
As a high revenue generating customer segment, we have developed a targeted strategy that aims to drive further loyalty with AFOLs to our Certified Stores as their preferred destination for shopping LEGO through a customised experience and benefits model that delivers on their expectations and needs.
By recognising their dedication, we create opportunities to initiate genuine conversations, tapping into their insights and preferences, and thus tailoring our messaging and activities to resonate with their interests. This engagement transcends transactional relationships, cultivating a sense of community and shared identity.
How big is the AFOL community in the UAE?
Self-identified AFOLs have been around for decades, creating regional and online communities, events, magazines, blogs, and other media channels across the globe. Spanning different age groups, professions and backgrounds, AFOLs represent a large proportion of LEGO Certified Store consumers. This is evident from the sales we see, in fact, our top 5 selling products across LEGO Certified Stores are adult focused sets.
What was the idea behind creating a Community for Adult Fans of LEGO that was endorsed by the LEGO certified store?
AFOLs have long been an important part of our customer base for LEGO Certified Stores and we have supported and engaged with the community for some time. The LEGO Stores Community is focused on providing a platform to unite AFOLs from across the region and embrace the essence of play and creativity together. It aims to build a deeper connection with our most loyal customers, creating a forum where we can better understand and serve their needs.
Recognising that AFOLs deeply embody their affiliation with LEGO, the establishment of this community serves to amplify that pride, fostering a stronger connection to the brand they love. By providing an official platform, LEGO Certified Stores not only brings AFOLs closer to the global LEGO brand but also enhances their authenticity as enthusiasts, solidifying their role as vital contributors to the brand’s narrative.
At Majid Al Futtaim Lifestyle we take great pride in creating great moments for our customers and this initiative allows us to provide them with vibrant hubs of shared passion, imagination, and inspiration. We are sure the LEGO Stores Community will not only cater for our existing AFOLs but also serve as a gateway for potential fans who may not yet be aware of the global fandom and boundless possibilities that lie within the world of play
Does the community get any special perks at the store?
Through the LEGO Stores Community, AFOLs will be invited to exclusive building events in store, receive early access to exclusive products and offers, and have the opportunity to share their love of bricks with likeminded fans across the region.
