Lego and the Yorkshire Brick Show debacle

By: Richard Michie

The timing was perfect timing to hold the first Lego display in Yorkshire. It happened within a week of the opening of the Lego Movie – which is to coin a phrase ‘awesome’. And was held at the National Coal Mining Museum, just off the M1 and promoted well on Facebook.

What could go wrong? 

Well in effect nothing. By all accounts it was a massive success. The models were big, imaginative and well thought out. The problem was that the organisers vastly underestimated the interest.  

Most of my friends with kids decided they were going. I too had planned it in, Lego Movie on Saturday followed by the Yorkshire Brick Show on Sunday. As normal I checked twitter to see if anyone had posted any thoughts on the show. 

What I read made me change my plans. From the posts it sounded like the organisers had expected 250 people and got 2500. There were two hour queues and people were being turned away. No doubt there were lots of very frustrated patents along with countless distraught children. 

Was the Yorkshire Brick Show a success?

Definitely I’d say, those lucky enough to get in said it was fantastic. And the queues and the fact that people were turned away adds to the kudos that if you missed it you missed something very special.  

How could it have been improved? 

If I’d have organised the Yorkshire Brick Show I’d have sold, or given away, tickets. That way I would have been able to gauge interest and found a bigger space or run it over several days.  

Doing this would also mean I could capture visitors details so that I can tell them when my next event is. 

This could have very easily been done using Eventbrite. A ticketing website which I use to arrange my own events.  

I think the organisers should see this as a success. They got the timing perfect. 

  • Movie launch
  • Half-term
  • Good routes to the venue
  • Loads of visitors

It all came together, they just underestimated the pulling power of Lego. 

Interested in speaking to The Optimists?

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Jamie Caulfield

Regional Director, Sharp Consultancy

It was a pleasure to work with The Marketing Optimist on this project. It felt like a true collaborative effort on the day and they made the interviewee's feel at ease whilst talking about their journey on our RISE programme. The final video was professional and engaging, we have received great feedback around the quality and creativity of the case study. Including the video in our presentation made it come to life, with real humans sharing their stories, so thank you to the Marketing Optimist!

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Impact Manager, Better Connect Limited

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