LEGO – for men

Germany is rather good at doing things locally in terms of promotion, etc. A few years back, Matchbox Germany had a great little micro site listing all the miniatures that were produced from 2001 to 2009 with photos and such. In comparison to the Mattel website (which was a total shocker) it was a little web gem for diecast and Matchbox collectors. Unfortunately the clowns at Mattel have decided to do away with it and have replaced with their ghastly and unusable corporate farce.

But this is not the case – thankfully – with LEGO. Readers may have seen my musings on the Easter promotions and POS displays that were in operation a few weeks ago, which were unique to the German market. Likewise Switzerland has its own unique marketing strategy as well with country specific promotions with chains such as Manor. Indeed, within my archives I have several European catalogues documented the journey of LEGOLAND through the 1980s which were specific to the UK and Netherlands. I will be musing about these once I have them scanned in.

I came across an ad for 8110 Unimog U400 about 5 years ago which was in a magazine aimed squarely at the male readership. It did make me smile as LEGO were directly targeting me as the consumer that needed to buy this Technic set. (Incidentally I did, and what a build it was!). But within that advert they also directed you to – which is a specific microsite aimed at “the bloke”, showcasing five main areas that would appeal – Architecture, Exclusives, Mindstorms, Racing, Star Wars and Technic. Not all products are on showcase, but using the tags, they give a peep at the highlights of each theme. So for example buy clicking on Racing you get a mix of the Mini Cooper (10242) Speed Champions sets and the Technic 24 Hour Racer (42039).

The site has some video ads as well which a chap can very well relate to. I did like the Star Wars one which I am sure that many a parent will relate to…..(and why is it that when you tell your children to do something they just completely ignore you??).

I think that this kind of marketing and promotion is great. It takes away the need to go to the corporate and really tries to engage with the consumer. More importantly it is region specific which makes it totally unique. Whilst the majority of the readership here on BF is from the UK, it would be very interesting to know if our overseas readers know of locally marketed and produced LEGO websites as well. If you are aware, do get in touch with us here.


My name is Keith and I am a AFOL. Currently an expat living out in Basel, CH, but have a firm footing back in the UK when time permits. I have had had Lego ever since I can remember - and only until my wee one came along have I re-kindled the flame for building again. I also run, a resource site for the 1-75 series of miniatures by Matchbox. There are only three themes that I am get/collect (finances permitting) - City, Creator (Advanced and Expert) as well as the classic Star Wars sets from Eps IV to VI (anything else does not exist). I also keep an eye in Europe with ample chance to see how France, Germany and Switzerland market and offer LEGO.

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