Lego has launched Nexo Knights, an interactive product line that links the digital gaming experience with that of physical playing. The product has filled up Lego’s digital offering online video content and a game app.
Last year Lego was named the most powerful brand in the world in the Brand Finance Global 500 report. It came out on top against amongst an elite group of brands, including Coca-Cola, Nike and NBC. While this year Disney outstripped Lego, the company remains a powerful brand for its appeal in spanning generations, as well as the creative freedom it gives children.
Lego Group head of marketing Troy Taylor says the multiple platform approach was a necessary response to the digitalisation of today’s society.
“The digitalisation of this IP via the app is what sets it apart from any other offering within our portfolio – it combines all three pillars of the IP – classic Lego, varied content and a game app,” he says.
Taylor explains that in using Merlok 2.0 app, children are motivated to hunt and collect Nexo shields, which ignite powers allowing them to help Nexo Knights defend against evil characters.
As part of the launch, Lego teamed up with Cartoon Network to promote both the toy range and the gaming app across its TV and digital platforms.
Taylor says Lego has a longstanding partnership with Cartoon Network that acts as an entry point for children that may not be as immersed in the world of Lego play, but are seeking “deep content-driven story and engaging characters”.
Lego and other companies, including Mattel that develops toys such as Fisher-Price, have had to make changes to stay relevant in age where children have limitless distractions at their fingertips.
The digital component of the Nexo Knights range showcases how traditional toy brands can take advantage of digital technologies to further physical toy manufacturing business, rather than completely replacing it.
With toy industries continuing to creative more innovate ways to modernise themselves, it may not be long till we see physical toys integrated with virtual reality.