Lego SWOT Analysis, Competitors & USP

Posted in Media & Entertainment, Total Reads: 32440

SWOT Analysis of Lego with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

The Lego Group


Toy Brands and Manufacturers


Media & Entertainment

Tagline/ Slogan

Its what you make it


Construction toys for children

Lego STP


Construction and building block toys for children

Target Group

Ages 3-15 of middle and upper class


It can be made into anything possible

Lego SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Lego :

1.Incorporates educational features to develop key skills in young children
2. Strong brand name across the world in over 55 countries
3. Many places use cars from the Automoblox range to demonstrate modern car assembly techniques to children
4. Encourages goal oriented play and problem solving

5. Strong product portfolio

6. Lego based theme parks are extremely popular tourist destinations

7. The brand has also diversified into video games, TV and movies, merchandise etc

8. Top of the mind brand recall owing to TVCs and extensive advertising


1. Imitation of products and brand name is a concern

2. Intense competition means high brand switching and also loss of market share to online games


1. Organize competitions in schools
2. Diversify more into other segments

3. More branding exercises to reach out to newer segments


1.Video games
2.Cartoon channels

4. Outdoor games

5. Other similar companies

Lego Competition


Below are the 4 main Lego competitors :



The brandguide table above concludes the Lego SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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