<abstract xmlns="http://www.w3.org/1999/xhtml"><bold>Objective:</bold> The purpose of this paper was to examine the effect that nostalgia-oriented strategy has on the Millennials’ perception of the LEGO brand.<bold>Methodology:</bold> The methodology was based on past research in the field and used a modified version of a questionnaire developed by Pascal et al. (2002).<bold>Findings:</bold> The research was conducted among 203 young respondents in the second quarter of 2019. During the realization of research, the indirect method of gathering information, using a survey technique was applied. The survey was conducted with the application of the techniques of electronic survey. The research methodology was based on past research in the field and a modified version of a questionnaire developed by Pascal et al. (2002) was used.<bold>Value Added:</bold> This paper is the first to have found that companies operating in the toy industry are using nostalgia with aim of sustaining the brand loyalty.<bold>Recommendations:</bold> The toy industry has become pretty much an unfair place to do business these days, as the biggest toymakers are involved in a fierce fight for the next generations of kids enamoured with the latest high-tech wonders. This paper demonstrates how LEGO®’s efforts reaped dividends as they have begun to address Millennials. It can be said, then, that the future of marketing in the following months would involve nostalgia as a major tool accelerating all the strategic endeavours in this clash of brands as the trend described hereinafter does not seem to slow down.</abstract>

Objective: The purpose of this paper was to examine the effect that nostalgia-oriented strategy has on the Millennials’ perception of the LEGO brand.Methodology: The methodology was based on past research in the field and used a modified version of a questionnaire developed by Pascal et al. (2002).Findings: The research was conducted among 203 young respondents in the second quarter of 2019. During the realization of research, the indirect method of gathering information, using a survey technique was applied. The survey was conducted with the application of the techniques of electronic survey. The research methodology was based on past research in the field and a modified version of a questionnaire developed by Pascal et al. (2002) was used.Value Added: This paper is the first to have found that companies operating in the toy industry are using nostalgia with aim of sustaining the brand loyalty.Recommendations: The toy industry has become pretty much an unfair place to do business these days, as the biggest toymakers are involved in a fierce fight for the next generations of kids enamoured with the latest high-tech wonders. This paper demonstrates how LEGO®’s efforts reaped dividends as they have begun to address Millennials. It can be said, then, that the future of marketing in the following months would involve nostalgia as a major tool accelerating all the strategic endeavours in this clash of brands as the trend described hereinafter does not seem to slow down.

The Study of Nostalgia-Oriented Strategy Aimed at Millennials on The Example of The Lego Group

Faculty of Management and Production Engineering

Journal of Intercultural Management

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Objective: The purpose of this paper was to examine the effect that nostalgia-oriented strategy has on the Millennials’ perception of the LEGO...

The Study of Nostalgia-Oriented Strategy Aimed at Millennials on The Example of The Lego Group

Published Online: Jun 25, 2020

Page range: 82 - 105

DOI: https://doi.org/10.2478/joim-2020-0039

Keywords
LEGO, Nostalgia, Brand Management, Toys, Millennials

© 2020 Kamil Lubiński, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

The Study of Nostalgia-Oriented Strategy Aimed at Millennials on The Example of The Lego Group

Published Online: Jun 25, 2020

Page range: 82 - 105

DOI: https://doi.org/10.2478/joim-2020-0039

KeywordsLEGO, Nostalgia, Brand Management, Toys, Millennials

© 2020 Kamil Lubiński, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Keywords
LEGO, Nostalgia, Brand Management, Toys, Millennials