Branded Club → LEGO® User Groups
Here’s the customer retention strategy used by LEGO®
When building a hobby-driven community as a customer retention strategy, explore how the Danish toy manufacturer creates engaging, in-person experiences centered on a shared hobby: model building. The outcome? Increased Customer Lifetime Value (CLV).
Click each title to learn more:
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Founded in 1932, carpenter Ole Kirk Christiansen started to make wooden toys, and since then, have turned into a brand with arguably the most recognizable toy to date.
Learn More: About LEGO
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By becoming part of a LEGO User Group, you join a vibrant network of builders who bring imagination to life, brick by brick. While each LUG is independently organized, members enjoy access to unique benefits supported by LEGO itself.
Invitations to Local & Global LUG Events · Exclusive Access to LEGO’s LUGBulk Program (discounted bulk bricks for projects) · Behind-the-Scenes Updates from The LEGO Group · Opportunities to Collaborate on Community Builds · Showcases at Conventions and Exhibitions· Access to a Supportive Builder Network
Learn More: Find Your Local LEGO User Group (via LEGO Ambassador Network)
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LEGO User Groups are as diverse as the builds they create. Members gather regularly for hands-on activities that spark creativity, foster collaboration, and showcase the limitless potential of the brick.
Popular Activities: Monthly Build Nights & Workshops · Large-Scale Community Builds · LEGO Exhibitions & Public Displays · Regional & International LEGO Conventions
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LUGs host events worldwide, from small meetups in local libraries and makerspaces to massive fan conventions drawing thousands of attendees.
Popular Activities: Local LUGs Events · Major Fan Conventions: BrickCon (Seattle), Skaerbaek Fan Weekend (Denmark), Brickworld (Chicago), and more
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There are also more than 100+ brand stores worldwide, and Legoland’s Discovery Center in major cities across the globe, many offering Adult Fans Of LEGO (AFOL) Nights available throughout the year. Yet, nothing beats experiencing a tour of the LEGO House in Denmark. It’s the ultimate experience.
Explore LEGO House: LEGO House, Denmark
Explore Legoland Discovery Centers:
In the United States: Bay Area, CA | Columbus, OH | Westchester, NY | Rutherford, NJ | Philadelphia, PA | Boston, MA | Dallas-Fort Worth, TX | Kansas City, MO | San Antonio, TX | Auburn Hills, MI | Washington D.C. | Atlanta, GA | Tempe, AZ
Globally: Multiple Cities
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LEGO has always been about more than just building—it’s about storytelling. Through videos, documentaries, and editorial features, LEGO highlights the creativity and imagination of its global fan base.
Watch Videos: LEGO, YouTube Channel
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LUG members are regularly featured in editorial spotlights, from fan magazines to LEGO’s Adults Welcome content hub. These stories showcase not only the incredible builds, but the builders themselves—their techniques, inspirations, and personal journeys with the brick.
Read Stories: LEGO Ideas Blog
Visit Content Hub: Adults Welcome
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Follow LEGO by joining one of their social media accounts to engage with the latest they have been up to.
Explore Social Media: Check out LEGO’s Instagram | X / Twitter | Facebook
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The opinions expressed are solely those of Forms of Recreation and do not necessarily reflect the views of the brand mentioned. We encourage you to conduct your own research before making any purchasing decisions.
