The Human Heart Built with LEGO Blocks
By Fiona van Iersel
Minerva Empowerment
Brand Management
26 July 2026

Something I experienced outside the LEGO store at 30 Rock in New York has stayed with me.

There was a huge queue, so I asked people what all the buzz was about. They told me there was a free creative session with one of LEGO’s master builders or certified professionals that had been shared through the LEGO online community. People were proudly holding their own creations, showing them to complete strangers and talking about ideas. Some were also excited because members of the LEGO forum had the chance to receive a special limited-edition item.

Watching everyone in that queue made the difference between being told something and being involved in it feel tangible. These people were not simply receiving a brand message. They were making something, sharing it and becoming part of the experience.

I think LEGO struck gold because LEGO struck a human connection. The queue was full of people who wanted to share something they loved with other people who understood it. They also connected with the brand almost as though it were a person. We project human feelings onto a brand and form an emotional bond with it.

I hadn’t planned on stopping, but I stayed because the atmosphere pulled me in. I think that is what makes LEGO different. It gives people a reason to connect with each other and with the personality created around LEGO. That is something many brands try to achieve but very few actually do.