LEGO UK has shown resilience even as the broader UK toy market contracted in 2024; while total toy market saw a sales decline (~3.7%), LEGO’s Building Sets segment grew ~6%, driven by themes like Icons and Licensed products. The LEGO affiliate program offers trusted creatives tools like branded banners, campaign kits, and strong regional reach across UK parenting, education, and gifting verticals. These features make LEGO an ideal partner for content & review publishers aiming for high-quality engagement and sustainable conversions.
- LEGO UK aimed to strengthen sales momentum and enhance visibility during a peak retail cycle. To achieve this, a dual-channel growth strategy was deployed:
Commission Improvement: Introduced a tiered commission uplift to motivate content publishers and influencers to prioritize LEGO placements. Higher performance translated into higher rewards, creating a competitive push among partners.
Banner Involvement: Co-branded banner creatives were placed across premium publisher inventory, seamlessly integrated into seasonal shopping guides and toy category features.
Storytelling Flow: Influencers crafted family-centric narratives, highlighting LEGO as both an educational and bonding tool. Publishers reinforced this with contextual placements such as “STEM Play Activities” or “Top Holiday Toys,” where banners and affiliate links drove traffic directly to purchase.
This unified approach combined emotional resonance (influencers) with conversion optimization (publishers and banners), ensuring LEGO maintained strong consumer mindshare.
CVR: +35.87% MoM, driven by optimized incentives and strong banner visibility.
Publisher Engagement: +15% MoM in engagement rate, reflecting higher clicks and stronger partner prioritization of LEGO content.
Business Impact: Reinforced LEGO UK’s brand positioning, improved short-term sales performance, and strengthened long-term publisher and influencer loyalty.
