By Heather Delph

If you’ve ever stepped on Lego bricks, you know the feeling is akin to that of stepping on hot coals.

This holiday season a few lucky parents will be able to save their soles with a pair of limited-edition Lego slippers.

The Danish toy maker teamed with an ad agency in France to create the padded foot savers. According to the French blog Piwee, only 1,500 pairs of the slippers were made.

Lego lovers could enter to win one of the coveted pairs by filling out an online Christmas wish list on the Lego France website.

In its 66 years, Lego has never fallen out of favour with builders young and old. But this brilliant marketing and PR solution by the toy maker has been long awaited. It is one of those “duh!” moments and deceptively simple ideas that make you wonder why it didn’t happen sooner.

Lego continues to be extremely profitable and resides in a very competitive space. Surprisingly, the patent for the Lego brick expired in the 1980s – but with tactics like this, there’s no doubt the company will continue to see growth and remain a favourite amongst children and adults alike for decades to come.

Well played, Lego.


[Photo credit: Pixabay]