For LEGO kids and tweens, it’s a safe, social experience where you can share your

interests, get inspired through photos and videos by LEGO and other fans, and contribute through likes, comments,

challenges and photos of your personal creations.

LEGO.com Parental Dashboard

LEGO apps & mobile games

LEGO WORLDS & LEGO Video Games

Go create something

Document creation

Inspiration

Upload

LEGOLAND LEGO SHOP @HOME LEGO Brand Retail LEGO House

REWARD TRIGGER

CORE LOOP

SIGNED IN PERSONALIZED

UNIVERSE New LEGO CLUB Magazine

A CONSISTENT 1:1 CONSUMER EXPERIENCE BUILT ON A DIGITAL ECOSYSTEM FOUNDATION, INTEGRATED INTO

ALL OUR MAJOR LEGO TOUCHPOINTS

LEGO Products Digital BIX

What is LL – Movie

BREAKING GROUND ON KIDS DIGITAL SAFETY

DIGITAL DEVELOPMENT

vs

MARKETING

PRETENDING TO BE DATA LED

ACTUALLY USING IT

2,53

6,21

No

Yes

Video liked

Showing users compelling content in their first session is crucial

Seeing a video does not dramatically affect return rate

Liking a video does

Which features retain users? Sessions per month, given action in first session

2,39

3,63

No

Yes

Video played

2,44

6,74

No

Yes

Image uploaded

2,33

4,95

No

Yes

Avatarbuilder

2,64

6,03

No

Yes

Challenge completed

2,34

6

No

Yes

UGC liked 2,32

3,14

No

Yes UGC Viewed

2,52

6,54

No

Yes

Comment added

“SOMEONE’S SITTING IN THE

SHADE TODAY BECAUSE

SOMEONE PLANTED A TREE A

LONG TIME AGO!”

- WARREN BUFFET