LEGO® fandom strategy
LEGO® fandom strategy
How can brands truly understand what drives kids’ passions and fandom?
Fandom is powerful — it shapes how kids express identity, find belonging, and form lasting connections to brands and characters. The LEGO Group wanted to better understand what fuels these passions to create more meaningful content and experiences for young audiences.
At Peppy, we helped the team see fandom through kids’ eyes — exploring not just what they love, but why. Grounded in behavioral and developmental psychology, our Peppy Fandom Framework helped uncover the deeper motivations behind kids’ play and participation, providing the LEGO Group with new ways to understand and nurture engagement over time.
Why kids join, and why they stay
Our Peppy Fandom Framework helps brands understand the emotional drivers behind kids’ passions: what draws them in, what keeps them coming back, and what helps them feel part of something bigger. It gives creative teams a way to move beyond surface-level engagement and design experiences that truly resonate with kids through curiosity, meaning, and heart.
