Expanding Connections with Adult Consumers
Lego Korea announced on May 22 that it is launching its first ambassador program, the "Lego Builders Club," as part of efforts to expand its adult fan base in Korea.
This program was designed in response to the growing number of adults who enjoy assembling Lego as a hobby, aiming to make the appeal of the Lego Adult Series more accessible. Lego Korea plans to collaborate with Builders Club members, focusing on various adult product lines such as Lego Botanical, Technic, and Art, as part of its strategy to broaden its reach among adult consumers.
Additionally, Lego Korea has selected actress Go Min-si, singer Chuu, broadcaster Dex, and couple influencers "Jellafeel" (Jellabi and Jaepil), all known Lego fans, as the first members of the Lego Builders Club. Over the next year, these members will naturally showcase the appeal of the Lego Adult Series through content that reflects their individual tastes and lifestyles.
A representative from Lego Korea stated, "We have selected ambassadors who are actual Lego fans in order to promote our diverse range of products for adults and to inspire others," adding, "We hope the various activities that the 'Lego Builders Club' members will carry out with their unique personalities will attract a lot of attention in the future."
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