Brand Tone

Enthusiastic and Passionate, Community-Focused, Helpful and Supportive, Creative and Inspirational

Brand Values

• •Quality
• •Customer Satisfaction
• •Passion for the Hobby
• •Creativity and Enhancement
• •Community Engagement

Best Practices

• •Speak the AFOL Language: Use terminology and references that resonate with adult fans of LEGO® (e.g., "MOC," "AFOL," "sets," specific theme names if applicable). This shows you understand and are part of their community.
• •Emphasize the "Wow" Factor: Focus on the transformative power of light – how it enhances details, creates atmosphere, and brings models to life. Use evocative and exciting language.
• •Maintain a Helpful and Approachable Voice: Even when talking about technical aspects like installation, keep the tone supportive and encouraging. Reiterate the availability of support and instructions.
• •Showcase Community and Shared Passion: Encourage user-generated content, feature customer builds (with permission), and foster a sense of belonging. Use inclusive language like "we," "our community," and "fellow builders."
• •Be Genuinely Enthusiastic: Let the passion for the products and the hobby shine through in every piece of communication. An authentic love for what you do is contagious.

Social Perception

Positive within its Niche, Enhancement Focused, Part of a Growing Trend, Generally Seen as a Premium Add-On

Copy Examples

• •Headline: Don't Let Your Bricks Sit in the Dark! Body: Unleash the true spectacle of your LEGO® masterpieces. Our lighting kits are designed by AFOLs, for AFOLs, to make every creation shine! ✨ #ToyBrickLighting #LightUpYourLEGO
• •Headline: From Shelf Display to Showstopper! Body: Transform your favorite sets into breathtaking displays that capture every intricate detail, day or night. What will you illuminate first? Share your glowing builds with our community!
• •Headline: Your Imagination, Illuminated. Body: Whether it's a sprawling cityscape or a legendary starship, our easy-to-install lighting kits and MOC sets give you the power to bring your most ambitious brick visions to life. Let's build something brilliant!
• •Headline: We're Obsessed with Your Happiness (and Shiny Bricks!). Body: As fellow brick fanatics, we stand by our 100% Happiness Guarantee. Got a question or need a hand with your lighting project? Our dedicated support team is here to help you shine!
• •Headline: Join the Bright Side of the Brick! Body: Discover a world where your LEGO® creations glow with an inner magic. Explore our huge range of lighting kits and MOCs, and connect with a global family of builders who love to light it up! #AFOL #BrickArt