Lego SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: September 29, 2021

SWOT analysis of Lego analyses the brand by its strengths, weaknesses, opportunities & threats. In Lego SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Lego to benchmark its business & performance as compared to the competitors. Lego is one of the leading brands in the media & entertainment sector.

The table below lists the Lego SWOT (Strengths, Weaknesses, Opportunities, Threats), top Lego competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

Lego SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Lego Brand Analysis
Parent Company

The Lego Group

Category

Toy Brands and Manufacturers

Sector

Media & Entertainment

Tagline/ Slogan

Its what you make it

USP

Construction toys for children

Lego STP
Segment

Construction and building block toys for children

Target Group

Ages 3-15 of middle and upper class

Positioning

It can be made into anything possible

SWOT Analysis of Lego
Lego Strengths

Below are the Strengths in the SWOT Analysis of Lego:

1. Lego incorporates educational features to develop key skills in young children

2. Lego has a strong brand name across the world in over 50 countries

3. The company has a wide range of toys which are multi colored interlocking blocks made of plastic

4. The company uses high quality products to ensure the safety of the children who use these toys

5. Lego encourages goal oriented play and problem solving among little kids which enhances their brain activity

6. Legoland theme parks are extremely popular tourist destinations and offer a variety of rides and entertainment

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

8. Lego has a top of the mind brand recall owing to TVCs and extensive advertising via online channels, social media etc.

9. The company has a strong legacy since it was formed in 1949

10. The brand has also opened more than 100 stores across 20 countries

Lego Weaknesses

Here are the weaknesses in the Lego SWOT Analysis:

1. Imitation of products and brand name is a concern for Lego

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

Lego Opportunities

Following are the Opportunities in Lego SWOT Analysis:

1. Organize competitions in schools for children so that kids have a strong affinity towards the game

2. The company can diversify into other segments so that the brand can continue to grow

3. More branding exercises to reach out to newer segments is an exercise which Lego can use to grow

Lego Threats

The threats in the SWOT Analysis of Lego are as mentioned:

1. Changing preferences of children and their parents towards physical toys as compared to online learning tools

2. Increasing competition can impact the business operations of Lego

3. Fluctuating currencies can affect the business of the brand globally

Lego Competition
Lego Competitors

Below are the top 7 competitors of Lego:

1. Automoblox

2. Leapfrog

3. Fisher-Price

4. Mattel

5. Hasbro

6. Bandai Toys

7. Walt Disney


This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Lego. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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