Study On Optimization Of Lego Toy Brand Alliance Strategy

With the improvement of production technology and the level of science and technology,the function of toys is becoming more and more diverse,and it has more cultural connotations on the basis of material form.Based on the common attributes of entertainment,intelligence and education,the integration and development of toys and cultural entertainment industry is closer.In order to improve the brand value of toys,the sustainable best-selling toys often have cultural elements such as character and story,and the trendy toys are closely related to the cultural and entertainment products at that time,such as movies,animation,games and so on.The popularity of cultural and entertainment works can effectively pull the sales of relevant authorized toys and enhance the brand awareness and reputation.As cultural and entertainment products have become an important factor in promoting the sale of toys,toy enterprises will choose products that meet market demand according to different market trends.The prototypes of the series of toys like Transformers and Star Wars,which are popular all over the world,mostly come from related movies and animation works.The well-known international toy companies represented by Lego,Mattel,Hasbro and Nangong Dream have achieved great success through the combination of "toy + culture" relying on their strong industrial strength.Based on the theories of competitive strategy,competitive advantage,strategic alliance and synergetic effect,this paper takes the global toy giant Lego Group as an example,on the basis of the research on the development course,operating achievement and product category of Lego Group from 1932 to present.This paper studies the overall development strategy and brand strategy of the enterprise,and analyzes three brand alliance strategies of promotion / sponsorship,value chain and innovation around its brand matrix.Since then,combined with the research and analysis of the development status and trends of the global toy industry,and further through the comparative study of Mattel and Hasbro and other international toy companies and representative brand product cases,In view of the problems existing in Lego toy’s competition strategy based on brand alliance,this paper puts forward some effective countermeasures and suggestions so as to improve the enterprise’s competitive strategy and enhance its competitive advantage.