In the early 2000s, LEGO was on the brink of collapse. The iconic toy brand was hemorrhaging money, struggling to stay relevant in an era dominated by video games and digital entertainment. Fast forward to today, and LEGO is a global juggernaut, pulling in over $9 billion annually. How? They blend nostalgia, innovation, and customer-driven design.

So what does this have to do with our industry? Maybe a lot, actually.

The Power of Nostalgia: Bringing the Past into the Present

LEGO tapped into something powerful: people love the feeling of nostalgia, but they also want old things to evolve. People want the good feels of the past and the upgrades that make them better. Lego reintroduced fan-favorite sets with fresh twists, such as intricate architectural series and high-tech collaborations (think LEGO Star Wars and Harry Potter sets).

Take, for example, mid-century modern furniture. The clean lines and organic forms of this style have seen a massive resurgence, yet today’s homeowners expect more than just aesthetics. Integrating smart storage solutions, LED lighting, or hidden compartments into classic styles just like grandma had could be the key to keeping tradition alive while staying relevant. Have you ever asked your client what they want to feel? What feelings are they chasing with this kitchen revamp (It’s probably grandma’s Thanksgiving rolls if you get deep enough). No shade of turquoise is ever going to come close to the review you’ll get if you help them feel grandma’s Thanksgiving rolls. 

Customization is King: Letting Customers Co-Create

Part of LEGO’s genius is that they enable regular people to create spectacular things. Humans want to be a part of the creation process. It’s something deep in us that we all crave. Not only does LEGO enable us to build something “all by ourselves”, but they enable fans to submit their own designs, and bestsellers make it onto the store shelves… rinse and repeat. They’ve tapped a human need to create (and now we happily work for them).  This sense of ownership transforms casual buyers into passionate brand advocates. Everyone likes to hear their own name, tell their neighbors they did something, and be the “custom creator” of something beautiful. Let them tap into that feeling.

Collaboration Fuels Growth: Why Fan Input Matters

LEGO listened to its customers, and that made all the difference. They leaned into social media, online forums, and community voting to determine what people actually wanted. It’s hard to make “extra” time to listen to customers proactively. Usually our “customer ears” get plenty of exercise dealing with day to day issues. When was the last time you set aside time to read homeowner forums for pain points? Engage with customers online, run polls on social media, and take feedback seriously. The more you involve them, the more likely they are to invest in your products (I know, I know… I am also trying to do better in my business, don’t come at me too hard). Never before have we had the luxury of being a fly on the wall, as we do now. It’s just clicks away, take note!

The Takeaway for Us

Our industry has a unique opportunity to blend craftsmanship with modern expectations. Here’s how we can apply LEGO’s strategies to our business:

• Reimagine Classic Designs, Find The Feeling: Help customers find what they want to feel, bring classic design elements into our modern world. 
• Enable Co-creation: Find ways to enable customers to be the artists of their purchases.
• Engage Your Audience: Treat your customers as collaborators. Use social media and surveys to gauge interest and refine your offerings.

Final Thoughts: The Future is Built on the Past

LEGO’s revival proves that even the most traditional industries can thrive by embracing change without losing their essence. For us, the path forward isn’t about abandoning heritage—it’s about evolving it in a way that meets today’s consumer expectations. Nostalgia and innovation actually pair nicely.