Webwatch Article
November 12, 2001
http://brandchannel.com/features_webwatch.asp?ww_id=44

LEGO — clicks and bricks

Is the house that Lego built showing signs of wear and tear? The Danish company has experienced a tough couple of years. Losses of up to DKr832M (US$ 98M) last year and projected losses of DKr 1B (US$ 123M) this year coupled with reported plans for a global campaign (October 22, 2001) don’t necessarily add up to a solid foundation. We thought we’d do an inspection of their virtual playground and see how it’s holding up.

A term coined from the Danish "LEg GOdt" meaning "play well," the LEGO brand credo is “play through learning.” As one would expect from a brand of toys, the online interpretation of LEGO portrays an engaging, interactive design awash with primary colors and images of over-joyed kids at play to appeal to the kinder demographic.

Stating that “kids around the world spend five-million hours playing with LEGO,” these folks have a clue as to what children and parents are looking for in a brand and a dot com. Having expanded its product line well beyond the “bricks” we all know and love, this comprehensive site is chockfull of content and heavy on the Shockwave gaming, so it’s best experienced on a fast machine. At once an interactive community, e-tailer and general information site, LEGO.com is a do-all portal to access the old and new realm of products including software, watches, pens, clothing, books and InMotion – a line that includes a cargo system and play seats for today’s SUV cruising parent.

The beginning gives you the choice to enter using Flash or HTML. The upper right corner has a LEGO Finder, or search that allows you to select from the pull-down menu or plug in your search criteria. Next to that is a wish list option, where your favorite munchkin’s impulse can be recorded for future reference. Kids can join the LEGO club, a community that provides access to special games and promotions, by providing minimal demographic information. It often takes a few clicks to get where you are going on this site but as there are many components, this is par for the course. The bottom screen navigation is fairly kid-friendly, featuring rollover tabs that pop up, leading you to the game and product pages.

Recognizing that today’s child spends as much time in front of the monitor as the television screen, LEGO has formed partnerships with GameBoy and Warner Brothers to develop and publish children‘s media-interactive software. Bionicle is one of these games, created to appeal to an older audience (10-12 year-olds) and is also featured in French and German. All you have to do is be a member to play.

The World of Games section adds value to the site, offering free interactive participation to turn small children into addicts that must own the product. Particularly clever is the bullseye image that rolls over and flips virtual game pieces. This section gives the option to play thirty games, five of which are prominently displayed with customized product buttons. Cool visuals and cute sound effects enhance the games – there is one created for each age group.

One of the site’s best features is LEGO Studios. The brand’s foray into show business is a co-branding effort endorsed by director Steven Spielberg, created to spur the imagination of fertile young minds, with proceeds of product sales going to charity. This nifty feature allows kids to use LEGOs to create mock films like “Jurassic Bark.” One part that was particularly amusing was a LEGO rendition of Monty Python’s “Knights of the Round Table.” To further encourage use of the product, the site accepts submissions from the junior filmmakers they hope to engage.

The Build area is a how-to section, displaying inventive LEGO configurations and the way to achieve them, like how to make a LEGO Mona Lisa. Play Jr. features interactive games for small children who would sooner eat LEGO then play with it. Worthy of honorable mention is Create N’ Race or LEGOtechnic, a more sophisticated product new line of racecars that little boys (or girls) can build. The NASCAResque design aesthetic puts little dudes and dudettes in touch with their inner gearhead.

The bottom half of navigation bar contains information about LEGO concepts and lifestyle along with a section for educators also called DACTA, “new resource in learning concepts” for teachers of varying age groups.

With an engaging design, sophisticated interactive components and extensive product information, LEGO.com is an accurate portrayal of its philosophy – an enhanced experience where you can play while you learn.

Vivian Manning-Schaffel is a freelance writer who lives and works in Brooklyn, NY.

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