Lego Art + Pop Icons = Smart Marketing

LEGO’s reinvention over the past decade or so is a fascinating case study. It’s been nothing short of a historic brand turnaround. I’ve been impressed at how they’ve reimagined themselves — through partnerships, tapping into pop culture and using their timeless appeal to bridge generations. I love their recent marketing efforts and the brand’s willingness to embrace creativity in their communications as well. Makes sense on so many levels.

Well, you can add another shining example to the list: LEGO Art.

Starting in September, Lego Art will release a new line of buildable pop art posters aimed at adults. Picture icons like Warhol’s Marilyn Monroe and Star Wars’ Darth Vadar, all coming to life with the help of tiny Lego beads that are built-by-hand into wall-hung posters. The initial roll-out will also include portraits of the members of The Beatles, a set featuring various versions of Iron Man’s suit, and a more complete Star Wars offering. The Lego Art Website is live where you can get a better feel for the line.

Here are a few released images that further bring the new products into clarity:

It’s just a great, smart brand/product/consumer marketing move. Right in line with the Lego spirit. Endless product and partnership opportunities. Another way to get product into the home and tap into the creative spirit of a grown-up audience. Right time to do it. And, in line with their DNA, the posters truly are a canvas.

“Each set can be reimagined in a number of different ways to express the personality of each different builder, and to make it easy and simple for pop culture lovers to refresh the LEGO Art piece on display in their house. All four new sets come with a signature tile unique to the set that is worthy of any true work of art, and a new hanging element to make them easy to hang up and switch around.”

Who wants to bet how many of these will be making their way into homes this holiday season?

Advantage: LEGO.