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In 2021, LEGO recorded 7.4 billion euros, which is equivalent to around 155 million Mexican pesos in revenue.
LEGO has 89 years of existence in the global market.
“The Mighty Bowser” is item number 71,411 in the entire history of the toy company.
Collaborations between brands are not new in the market, but recently many famous companies have launched various projects using this strategy. As is the case with LEGO and its collaboration with Nintendo to create a set inspired by “The Mighty Bowser”, who is the great enemy of the Super Mario game.
In the industry of marketing These types of strategies are called co-branding and refers to when two or more well-known brands establish a collaboration to launch a new product created jointly. With this, the collaborating companies hope to expand their reach, generate more profits and improve their image with their clients.
According to some news portals specialized in marketingthe co-branding was born in the 50s with a collaboration established between the French car brand Renault and Van Cleef and Arpels Jewelrywhere it consisted of a new car model and the jewelry brand designed an exclusive steering wheel with precious stones.
Like this example, there are other well-known ones where brands from various industries come together in order to continue building customer loyalty around the world.
Bowser and its version in LEGO
The collaboration between LEGO and Nintendo comes as part of its Super Mario line, where they recently presented a set inspired by the great enemy of the game, whose name is “The Mighty Bowser” and which is the article 71 thousand 411, in the entire history of the toy companythat according to data from its annual report Its turnover in 2021 registered 7.4 billion euros, which is equivalent to around 155 million Mexican pesos.
This collaboration between LEGO and Nintendo will go on sale on October 1, 2022 and In Mexico, it can be booked in the company’s online store where it will have a price of 6,499 Mexican pesos.
The toy firm explained that this package has 2,807 pieces and measures 32 centimeters high, 41 centimeters wide and 28 centimeters deep.
“Discover just how awesome the King of the Koopas is by building this LEGO Super Mario The Mighty Bowser set for play and display! This buildable figure uses never-before-seen LEGO elements to recreate the look of Bowser’s quills, and includes a button to control his head and neck movements, a fireball shooter and more. His arms and fingers move too!” reads the company’s specifications.
This collaboration is not the first that LEGO has done with a brand in the current market, where it registers pieces with Adidas, Transformers, Star Wars, Harry Potter, among others.
Without a doubt, this type of marketing strategy has worked for the brand that has been in the market for more than 80 years in the success of each of its articles in the world. But that’s not all, if you follow a strategy of co-branding appropriate and implemented correctly, your brand will be able to stand out among the countless ads and campaigns of the competition.
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