Lego SWOT Analysis, Competitors & USP

The Lego Group

Toy Brands and Manufacturers

Media & Entertainment

Its what you make it

Construction toys for children

Construction and building block toys for children

Ages 3-15 of middle and upper class

It can be made into anything possible

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

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

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

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

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

1.Video games
2.Cartoon channels
3.Internet

4. Outdoor games

5. Other similar companies

Below are the top 4 Lego competitors:

1.Automoblox
2.Meccano
3.VTech

4.Leapfrog