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If there is one brand that has learned how to grow a devoted fan base and bring together a global community, it’s toy giant Lego. Spanning generations of brick-building fanatics, it’s become a rite of passage for a child to be given one of its sets while growing up somewhere in the world, creating a new fan (and customer) potentially for life.
Having amassed a database of millions through various touch points, Lego has revamped its loyalty strategy with the creation of Lego Insiders.
In
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https://www.adweek.com/brand-marketing/lego-insiders-loyalty-program-community-building-strategy/