Lego SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

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


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

SWOT Analysis of Lego
Lego Strengths

Below are the Strengths in the 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

Lego Weaknesses

Here are the weaknesses in the Lego SWOT Analysis:

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

Lego Opportunities

Following are the Opportunities in Lego SWOT Analysis:

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

3. More branding exercises to reach out to newer segments

Lego Threats

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

1.Video games
2.Cartoon channels

4. Outdoor games

5. Other similar companies

Lego Competition
Lego Competitors

Below are the top 4 competitors of Lego:



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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