Toy Companies Digital Marketing


To assist with structuring the digital marketing department at a toy company, understand how Lego, Hasbro, and MGA (LOL Surprise) structure their departments, the annual budget for content marketing, what platforms are used most often and with the most success, and any details on the ad agencies they work with.

Early Findings


  • In late 2017, AdWeek name Lego "the number one brand on Social Media and YouTube in the toy industry."
  • Lego has successfully gotten their customers to do some of their marketing. For every video the company uploads to YouTube, customers create and upload 20.
  • Lego created Lego Ideas to allow fans to suggest new building sets and vote on the suggestions of others. Lego believes that their customers are the most creative members of their marketing team.
  • For 2018, Lego spent DKK 10,740 million ($1.61 billion) on sales and distribution. In their annual report, the digital portion of this was not broken out.
  • Julia Golden is the Chief Marketing Officer at Lego.
  • Edelman Digital worked with Lego to create a chatbot that helped customers choose gifts.


MGA (LOL Surprise)

  • The LOL Surprise Doll came about because of the success of unboxing videos on YouTube. The company realized that if they could tap into what the kids were enjoying from the experience of unboxing (or watching someone unbox), they might have a hit. Since late 2016, LOL Surprise has sold over 800 million toys.
  • A search for Hasbro marketing on LinkedIn uncovered 303 people. However, in order to determine how many of those people are on the digital marketing team would require going through each profile as many of the titles do not have digital or content in the title. This would be very time-consuming.

Proposed next steps:

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Our initial search indicates that finding the digital marketing budget and size/structure of the content marketing team for Hasbro, Lego, and MGA may not be easy due to the lack of publicly available information. However, there is data available for each company on marketing strategies, success metrics for particular campaigns, and the number of followers on various social media campaigns. We propose continuing the research to provide examples of successful digital marketing campaigns conducted by each company in the past 2-3 years. For each company, we propose finding 2-3 examples and, for each, providing an overview of the campaign, why they structured it the way they did, who the creative partners were, and any available success metrics.
Alternatively, we propose a single report providing details on 2-3 case studies across the 3 companies in total. We would attempt to do 1 per company but this may not be possible within the time constraints of a single report. Regardless, for each cast study we would provide an overview of the campaign, why they structured it the way they did, who the creative partners were, and any available success metrics.