Julia Goldin, Chief Marketing Officer of LEGO, sent a message to LEGO fans and communities thanking them for their creativity during difficult times. In her message, she reflected on the tough global situation and shared some thoughts about how important the AFOL (Adult Fan of LEGO) community is to her.
Hello everyone. I wanted to connect with you during this time because actually I’m thinking a lot about you and I’m missing you a lot. But before I go into that, I just wanted to first and foremost say that I hope that all of you are healthy and safe and that your loved ones are healthy and safe, and I think that’s really, really important right now.
So why, right now, why am I missing you a lot? Probably for the same reason that many of you are experiencing a sense of disappointment and frustration. Because right now, in the period between March and September, is usually the period where we have a lot of events that are staged by you. We have over 800 public events every year around the world that attract over six and a half million people and have participation over 15,000 AFOLs. And all of these events serve as such a great source of inspiration, such a great source of imagination and creativity and fun and possibilities of what you can do with the brick to so many people around the world.
And, of course, you’re all missing these events, as I am, and I wanted to tell you a little bit about that. Because I have always been really inspired by LEGO way before I started working for the company. And I always tried to see the events in the different places where I lived. But I remember very distinctly that when I first started working for LEGO, I had a chance to visit the Lego World event in Utrecht. And I was just so impressed and so inspired, I had goosebumps and I remember taking pictures of everything that I saw there. And what was also, of course, amazingly inspiring is to see the sparkle and the awe in the eyes of all the attendees, kids, families, adults. And it just reinforced for me how amazing it is to have a fan community like yourselves.
I know this is a difficult time, but it will pass. I’m sure that it will pass, and we will come back to having the amazing events. But in the meantime, I also wanted to tell you how much we appreciate you as our community and what a role you play right now in the lives of so many people. Right now, the LEGO brand is actually very, very strong. And the reason for that is because so many people are finding a way to get inspired, a way to relax, a way to get engaged with something, and a way to experience a sense of self-esteem, a sense of inspiration, and of creativity and self-expression during this difficult time.
So we see many more kids and parents and families and adults actually building with LEGO. And a lot of the reason why that’s happening is because they’re inspired by you. Our social media channels are going absolutely crazy, and people are really inspired by, and what they really want to see is the creations that you’re putting forward. And you continue to push the envelope. I was just looking at the anti-gravity models–I think they’re amazing. And I can’t imagine what is the next big thing that you’re going to come up with. So everything that you are doing is highly appreciated in displaying a really big role in helping so many people around the world right now.
I have to say that I, myself, have been building a lot more. That has been the side benefit of many difficult things of being in a lockdown. But my 10-year-old and I have built Old Trafford, Yoda, and the new helmets that came out, and we look forward to building even more, including tackling some of the biggest models that we have.
I wanted to thank you for continuing to stay connected. I know that many of you are sharing your stories I want to encourage you to continue sharing, continue to stay connected with us. We want to hear from you. This community is really, really important to us. You are the most awesome fans that we can have–the most awesome fans in the world. And certainly, I look forward to many, many more different types of engagements that we’re going to have together over the coming months and years. We want to continue growing and strengthening this community and the bond that we have with you.
But in the meantime, I just wanted to share with you that we are as frustrated as you are about the events not taking place. We all do hope that this situation will pass, and we’ll come back to normality. I wanted to encourage you to continue to do the things that you do that are so helpful and so inspirational and so important to so many people around the world. So, best wishes from The LEGO Group. I hope you stay healthy. I hope you stay safe. And I hope that we continue to stay in touch, and I look forward to seeing many of you over the coming months and years.