Brand Tone

Enthusiastic & Passionate, Helpful & Customer-Oriented, Informative & Knowledgeable, Approachable & Community-Focused, Reliable & Professional

Brand Values

• •Comprehensiveness & Selection
• •Customer Satisfaction & Service
• •Passion for LEGO® & Creativity
• •Reliability & Dependability
• •Community Engagement

Best Practices

• •Speak the AFOL Language: Understand and use terminology common within the Adult Fans of LEGO® community (e.g., MOC, SNOT - Studs Not On Top, parts numbers when appropriate). This builds rapport and shows expertise.
• •Maintain Enthusiasm, Backed by Reliability: Let the passion for LEGO® shine through in your copy, but always ensure that promises of selection, service, and delivery are credible and consistently met.
• •Focus on Solutions and Creativity: Frame products not just as items for sale, but as solutions for builders (completing sets, finding missing parts) and enablers of creativity (building MOCs).
• •Be Approachable and Responsive: Even in automated communications or static web copy, maintain an approachable tone. This should mirror the responsive customer service praised in reviews.
• •Show, Don't Just Tell, Your Vast Inventory: Instead of just saying "we have many parts," use specific examples, highlight rare finds, or create content around the diversity of the inventory to truly convey the breadth of selection.

Social Perception

Positive, Reliable Source, Specialized & Niche, International Player

Copy Examples

• •Headline: Found That Missing Piece Yet? Body: Dive into the world's largest collection of LEGO® parts at ToyPro! Whether it's for a classic set restoration or your next epic MOC, we're here to help you build your dreams, one brick at a time. Happy building! Tone: Helpful, Enthusiastic, Comprehensive.
• •Headline: Your LEGO® Universe Awaits! Body: From the rarest minifigures to that specific Technic™ pin, ToyPro is your trusted partner in the LEGO® adventure. Explore thousands of parts and let your creativity run wild. What will you build today? Tone: Passionate, Reliable, Inspiring.
• •Headline: Stuck on a Build? We Get It. Body: ToyPro's dedicated team of LEGO® fans is here to support you. With fast shipping and expert service, we make sure you get the parts you need, when you need them. Let's get those bricks clicking! Tone: Customer-Oriented, Approachable, Professional.
• •Headline: Join the #toyprobuilds Crew! Body: We love seeing what you create! Share your latest LEGO® masterpiece with #toyprobuilds for a chance to be featured. Get inspired and connect with a global community of builders. Tone: Community-Focused, Engaging, Enthusiastic.
• •Headline: Rare Bricks? Vintage Minifigs? Challenge Accepted. Body: At ToyPro, we pride ourselves on stocking an incredible variety of LEGO® elements, including those hard-to-find gems. Stop searching multiple stores – find it all in one place and get back to building! Tone: Confident, Comprehensive, Helpful.