LEGO’s mission is to inspire and develop the builders of tomorrow. To fulfill their mission, LEGO products need to get into the hands of their consumers, children. Although children are the consumers of LEGO products, shoppers such as parents and grandparents are the individuals who actually buy 90% of all toys.
Targeting shoppers is a lot different than targeting children so LEGO needed to investigate different shopper segments. Through LEGO’s Activation Lab, they were able to segment toy shoppers based on a variety of global mindsets.
Global Mindsets for Toy Shopping
A person can have different mindsets for toy shopping based on their motivations or trip type. LEGO identified six different global mindsets for toy shopping:
- The focused toy seeker is single-minded, has a key occasion or certain product in mind, and wants the best price.
- A fun diversion from routine includes someone who seeks inspiration in the aisle and is looking for a fun time for their child.
- Brand as social currency involves an individual who is image-conscious and wants a toy that is hot & trending.
- Best toy within budget comprises of a person who has a certain amount of dollars to spend and is trying to get the best toy possible.
- Treating on impulse is an individual who buys a toy based on impulse and examines the price and perceived value.
- Experience led, spending big involves a shopper who does extensive research exploring a wide range of products and is willing to spend more money for a quality product.
These global mindsets allowed LEGO to map the path to purchase journey for a variety of different shoppers and better target these individuals.