What is LEGO Brand Camp?
LEGO Brand Camp is a two-day marketing event for first and second year MBA students attending a select group of New England business schools. LEGO created Brand Camp in order to build a pipeline of talent for future hires and create brand awareness amongst universities that are located near their US headquarters in Enfield, CT.
LEGO brand camp participants will be taught about the LEGO brand and its mission, as well as the role of creativity and innovation in the workplace. Participants will also get a chance to network with other MBA students and LEGO employees, learn about job opportunities at LEGO, and participate in test cases.
The test cases are designed to give participants an immersive and realistic experience of a situation where they would need to apply creative and innovative solutions to a marketing challenge. The test cases are based on real life challenges that LEGO has faced.
An example of a test case that is similar to the ones that will be featured at LEGO brand camp is the foil bag used to package LEGO Hero Factory products. Two years ago, LEGO was faced with the decision of whether to continue their iconic "can" packaging or develop an alternative for the Hero Factory line. This packaging decision had the potential to impact several factors that would determine the overall retail performance of Hero Factory products including: manufacturing lead time, the content of the sets, how the products were displayed on the retail shelf, productivity at retail, environmental impact issues, and how attractive the products are. Eventually, LEGO decided to use the foil bag, but that type of decision-making process is one that will be emulated in the test cases given at LEGO Brand Camp.
LEGO created a program specific to MBA students, because they want to find a group of students who are focused on brand marketing and have experience in the field. LEGO also wants to build brand awareness amongst universities that are close to their US headquarters in Enfield, CT.
Careers at LEGO for Marketing MBAs
LEGO has chosen to work with MBA students at seven New England business schools: Bentley University, Boston College, Babson University, the Tuck Business School at Dartmouth, Yale University, UMASS-Isenberg School of Business, and UCONN. Why those particular schools? According to a LEGO representative those schools were chosen not only for their great reputations, but because LEGO has a number of employees who are alumni of each of those business schools.
In fact, LEGO has a number of marketing job positions that are available to MBAs. In fact, most of their marketing positions require an MBA. Examples of marketing roles that MBAs are hired for include Brand Marketing, Brand Relations, Customer Marketing, and Direct to Consumer Marketing.
If you are wondering about the quality of the work environment at LEGO, a Connecticut Magazine article named it as one of their Great Places to Work. As of 2010, 127 LEGO employees had been with the company for over a decade, including 74 employees who had been there for over 20 years. In 2010, Working Mother Magazine named LEGO as one of its 100 best companies to work for. For sports and outdoors lovers, the Enfield office features a putting green, volleyball and basketball courts, walking trails and an outdoor patio. On Stress Free Day, employees can watch movies or get manicures.