The human heart built with lego blocks: Kapferer's model and LEGO 🫀🧱❤️🧱💙🧬🧱❤️🫀 I ❤️ LEGO 🫀❤️🧱 🛠️🎨 ✨🧱❤️‍🔥🫀
Fiona van Iersel
MSc Marketing — King's College London
Module: Brand Management (7QQMO517X)
Date: 26 July 2026
https://keats.kcl.ac.uk/mod/forum/discuss.php?d=845718

The human heart built with lego blocks: Kapferer's model and LEGO 🫀🧱❤️🧱💙🧬🧱❤️🫀 I ❤️ LEGO 🫀❤️🧱 🛠️🎨 ✨🧱❤️‍🔥🫀
Submitted: 26 July 2026 10:10 PM

HI NADINE,

YOUR POST REMINDED ME OF SOMETHING I EXPERIENCED OUTSIDE THE LEGO STORE AT 30 ROCK IN NEW YORK.

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/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.

BENJAMIN FRANKLIN IS OFTEN CREDITED WITH SAYING, “TELL ME AND I FORGET. TEACH ME AND I REMEMBER. INVOLVE ME AND I LEARN.” WATCHING EVERYONE IN THAT QUEUE, WAS THAT!

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 AND AN ENTITY THEY CONNECTED WITH LIKE A PERSON... LEGO LIKE AN ORGANIC BEING AND ENTITY IN ITSELF WE PROJECT OUR HUMAN CONNECTIONS/FEELINGS ONTO IT AND FORM AN EMOTIONAL BOND.

I HADN’T PLANNED ON STOPPING, BUT I STAYED BECAUSE THE ATMOSPHERE PULLED ME IN. I THINK THAT’S WHAT MAKES LEGO DIFFERENT. IT GIVES PEOPLE A REASON TO CONNECT WITH EACH OTHER AND THE PERSONALITY CREATED AROUND LEGO, AND THAT’S SOMETHING MANY BRANDS TRY TO ACHIEVE BUT VERY FEW ACTUALLY DO.

THANKS FOR SHARING, FI



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