How LEGO Changed Its Copywriting

In the 1950s, 60s, and 70s, LEGO ads focused on their product – a cool toy.

For example, this 1950s LEGO ad.

This ad talked about an outcome that focused on the LEGOs – kids won’t be tired of playing with toys. LEGO emphasized the uniqueness of its toys.

LEGOs 1981 Copywriting Strategy

In 1981, LEGO came out with a different copywriting strategy. Their strategy was focused on more than the benefits of LEGOs.

They looked pursued a different angle when it came to buying LEGOs.

Sure, LEGOs were fun. Sure, kids won’t get bored. But what else could LEGO think of that would appeal to parents to buy LEGOs for their kids?

In 1981, LEGO came out with an ad that expressed a feeling.

LEGO learned to get more specific until they reached the ideal outcome:

→ kids are entertained (vague benefit)

→ kids feel accomplished (specific benefit)

→ kids feel inspired and proud of whatever they built with LEGOs (specific outcome).

LEGO’s iconic 1981 ad showed an emotional outcome.

P.S. Here’s a look at LEGO through the years.