At first glance, managing a YouTube channel might seem like a routine task. However, when it comes to the brand LEGO, everything changes. Behind every video stands a name that resonates with millions of children—and their parents—around the world.
Our partnership with LEGO began back in 2014. Already a global icon in the building sets industry, LEGO was starting to capture attention with its animated series and storytelling across product lines. That’s when the company decided to take YouTube more seriously—as a key communication channel.
We had the chance to help build that vision. What started as video support in a few countries gradually scaled into operations across dozens of markets.
From a single part-time role, a dedicated team emerged. From one shared spreadsheet emerged a robust data platform. From basic video uploads, a complex system emerged that today enables LEGO to operate consistently on YouTube, with strategy and scale—both locally and globally.
What we really built
Our job was never to “grow LEGO.” Our job was to help LEGO grow. They laid out the direction; we built the bridges. Together with their internal digital marketing teams, we helped lay the foundations—processes, rules, tools—that make the LEGO YouTube channel run seamlessly across continents.
We were there when:
- 7 initial markets grew into 45.
- A system of “upload and log in a spreadsheet” evolved into a proprietary platform: IX.
- Ways of working were created that now hold the entire structure together.
- Data analytics moved from Excel into dynamic Power BI reports.
- A pilot project in CEEMEA (Central & Eastern Europe) inspired a global rollout to regions such as WE (Western Europe), APAC (Asia and Pacific), and, most recently, LATAM (Latin America).
Together, we brainstormed, consulted, and tested. LEGO brought direction and vision—we added suggestions, feedback, validation, expertise, and technology. It’s this long-term trust and genuine collaboration that helped turn LEGO’s YouTube presence into one of the brand’s most important global communication tools.
YouTube as a global building set
It started with shared folders, simple spreadsheets, and a few basic rules. Today, it’s:
- A well-defined publishing workflow.
- A consistent visual identity across markets.
- Metrics that tell the brand exactly what it needs to know.
- A system for onboarding and team support.
- And most importantly: a fully functioning digital ecosystem used daily by dozens of people across time zones.
We introduced clear guidelines for language versions, created space for local adaptations, and established quality controls to maintain the brand's unity—while remaining flexible.
Analytics as the foundation for growth
One of the biggest leaps forward was leaving behind complex spreadsheets and PowerPoint reports in favor of automated, scalable data systems. Together with LEGO, we designed Power BI dashboards that allow real-time tracking of the exact metrics LEGO needs.
This opened the door to faster decisions, smarter recommendations, and sharper strategy—even in a rapidly changing environment.
The pandemic as a turning point
The years 2020 and 2021 marked a significant milestone. As schools closed and kids spent more time online, LEGO responded quickly by strengthening its streaming formats. In CEEMEA, the priority was making as much content available as possible in as many languages as possible—while Western Europe (WE) took this even further, evolving the format and its reach.
This was one of those moments that proved how essential solid processes and mutual trust between teams really are.
Still building, still growing
Today, LEGO has nearly 20 million subscribers on YouTube. The channel is fully aligned with COPPA regulations, clear in structure, consistent in branding—and most importantly, backed by a team that knows it inside out and continues to help it grow.
However, perhaps the most remarkable success isn’t measured by the numbers. It’s in the partnership. It’s in work that matters. And in a team that doesn’t just support LEGO—but inspires it.
Thank you for letting us Be part of It
We’re grateful to everyone who has helped build this story—regional managers, analysts, creators, strategists, and translators. And above all, to LEGO, for giving us the space to be true partners, not just service providers.
Because when all the right pieces snap into place, you get a structure built to last.
Want to see what a YouTube channel can really become?
Check out the LEGO YouTube channel—and let’s talk. We’d love to help you build something new.
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