My two oldest boys recently attended a cousin’s LEGO® Star Wars™ themed birthday party at the LEGO® Store. When they returned home, each was carrying a bright yellow LEGO party goodie bag and proudly wearing a LEGO name tag that had been personalized with his name. I asked them how they liked the party. “We had a blast!” they exclaimed as they dumped the contents of their goodie bags onto the kitchen table, revealing:
- A LEGO Club magazine
- LEGO Club membership card
- LEGO Store coupon good for $5 off $35 purchase
- LEGO Builder’s License
- LEGO Tips & Tricks card
Soon, they were extending their LEGO experience by immersing themselves in more LEGO activities (i.e., building models, reading their LEGO Club magazines, and going online to the website). While at the website, they identified models they would like to buy with the $5.00 store coupons they received in their goodie bags.
I said to my wife, “The party sounds like it cost a fortune.” To my surprise, she said it only cost our cousin around $125. And that included:
- A themed, hour-long birthday party at the LEGO Store for up to 10 children
- A $100 LEGO Gift Card for purchasing the sets each party guest will build and take home
- 10 invitations, 10 thank you cards and 10 name tags
- Dedicated LEGO host for the party
- Exclusive LEGO birthday brick for birthday child
Wow! The LEGO Store is doing it right on so many levels with its design of this birthday experience:
- By offering themes like LEGO® Star Wars™, LEGO® City, and others, parents can tailor the party’s theme towards their child’s preferences.
- By including the $100 LEGO Gift Card, they are adding tremendous value to the $125 cost of the party while, at the same time, providing the centerpiece party activity as well as parting gifts for the party guests!
- By including the invitations, thank you cards, name tags, and dedicated LEGO host for the party, they are saving work for the parents—which is always welcomed!
- Lastly, by providing an exclusive LEGO birthday brick for birthday boy or girl, they are reinforcing the child’s uniqueness by allowing him or her to receive something special that can only be received by a child whose birthday party is held at the LEGO Store!
While the children are busy building LEGO models, LEGO is building loyalty through value and the customer experience. Brilliant marketing by a brilliant brand!
