You want to love Lego – harmless, constructive fun. But I am sorry to say that Lego as a company really bend over backwards to discourage you.
Lego have done their own survey, suggesting that construction sets appear on 45% of children’s wish lists for Christmas. So what does Lego do? They set up their website for children so they can compile their own wish lists from the Lego store to email to their grandparents, relatives and friends to urge them to get Lego products for them for Christmas.
Encouraging children to incite adults to buy things for them just happens to be one of the things expressly banned by marketing codes in the UK. The CAP Code Section 47.7 c) states that: “marketing communications addressed to children should … neither directly urge children to buy or persuade others to buy … the advertised item,” while the BCAP Code Section 7.3.1 states that: “advertisements must not directly advise or ask children to buy or to ask their parents or others to make enquiries or purchases.”
Lego have in fact done so well this Xmas, that sellers are jacking up prices up to three times the list price – a classic rip off. The Daily Mail, and the Telegraph, quote me on Lego this week. (The Daily Mail dubs Co-operatives UK as the ‘network of ethical businesses’).
You want to love it, but they really make it difficult.