https://www.buzzfeed.com/copyranter/the-4-best-lego-ad-campaigns-ever?utm_term=.qbL4eJe64#.sx2vm7mBv

Legos advertising Imagination. A company must create the desire to consume their product (36). And for a toy company that is quite difficult the consumer of the product will not be the one paying for it. Lego must not only convince children that they want to play with the legos, but they also have to convince the parents to buy them. And why would I buy little pieces of plastic for hundreds of dollars for my children to play with? Because if my (imaginary) children play with legos then they are creative. As shown in the advertisement above lego is advertising creativity. If you can see the dinosaur from the yellow bricks bricks then your are an imaginative person. Once the desire for creativity is established then you will purchase the legos because Lego has convinced you that playing with legos inherently makes you a creative person.  

First hand I know that this strategy works from the numerous boxes of legos my parents have bought me. Since I was very little I have always played with legos. Until now I have not reflected on how influential those little, colourful, and yet painful to step on bricks have been on who I am. As a child I remember the joy of ripping off the wrapping paper to find a brand new lego set inside, which would of course be be finished within a couple days. Then it would be taken apart and rebuilt it different shapes and forms. Since I was very little legos have meant a lot to me. Through their products and advertising Lego has affected who I am. But in the end have they really sold me and my parents imagination?