Lego's Consistency Has Been the Key to Its Success

Getting girls was the tricky part

Few things are as important to a toy brand like Lego as consistency. No matter how many fancy licensing deals that brand has inked with the latest entertainment franchise (see feature), it all still comes down to those bricks—high-impact acrylonitrile butadiene styrene stamped out by precision, German-made machinery to factory tolerances of one-fiftieth of a millimeter. Consistency has been an imperative of Lego’s marketing, too, as the two ads here demonstrate. “In terms of composition and layout, the similarities are incredible, right down to the Chuck Taylors,” noted Ian Davidson, senior manager of brand insights for kids marketing consultancy Creative Consumer Concepts. “You have to think that Lego might have even looked at these ads side-by-side.”