LEGO Expands Product Lines in the 1960s
The LEGO Group developed new product lines like DUPLO and LEGO Technic during the 1960s to broaden its consumer base beyond young boys.
In the 1960s, the LEGO Group focused on system development, responding to market feedback that indicated a need to broaden its appeal. An internal survey in 1965 revealed that while product quality had significantly improved, the customer base was heavily skewed towards younger boys, diverging from the company's ideal of universal appeal.
To address this, LEGO began expanding its offerings. The LEGOLAND line, introduced in 1970 and inspired by the 1968 theme park opening, provided new vehicles and houses for role-playing. By 1978, this evolved into distinct themes: Town, Space, and Castle, further enhanced by the introduction of the LEGO minifigure and baseplates designed to increase role-playing opportunities.
The company also diversified its product range to cater to younger children. The DUPLO brick, twice the size of a standard LEGO brick, was developed and launched internationally in 1969 to engage preschoolers. This expansion significantly broadened the company's target demographic.
Further development occurred in 1977 with the launch of LEGO Technic. This line was designed for older children and featured more complex building challenges and models with functional mechanical elements, such as cranes, catering to those seeking more advanced construction experiences.