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<p>In this episode of Brand2Brand, Tom and Veronica explore how LEGO and IKEA turned their modular product systems into a strategy for systemized storytelling around collaboration and connection.</p>

<p>What began as a structured approach to design and delivery evolved into a model for loyalty—because when you let customers take part in the process, you’re not just marketing a product, you’re marketing the system that makes it work.</p>

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<h5 class="wp-block-heading">Reference Links</h5>

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<li><a href="https://www.ikea.com/au/en/newsroom/range-news/ikea-launches-brand-campaign-do-try-this-at-home-pube7324540/">IKEA | IKEA launches brand campaign “Do Try This at Home”</a></li>

<li><a href="https://www.youtube.com/watch?v=qr_dTySMl7s">Youtube | The LEGO Story - How it all started</a></li>

<li><a href="https://www.lego.com/en-us/aboutus/news/2025/september/Never-Stop-Playing-Fall-Campaign">LEGO | Tom Holland &amp; brothers team up with The LEGO Group for fall</a></li>

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<marquee>Welcome to the wonderful world of blocks…</marquee>

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Start with the basic building block of all narrative.

In a village of La Mancha, the name of which I have no desire to call to mind, there lived not long since one of those gentlemen that keep a lance in the lance-rack, an old buckler, a lean hack, and a greyhound for coursing.

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<ul class="wp-block-list"><li><a href="https://www.ikea.com/">IKE</a><a href="https://www.ikea.com/" target="_blank" rel="noreferrer noopener">A</a></li><li><a href="https://www.lego.com/en-us/aboutus">LEGO</a></li><li><a href="https://www.ikea.com/au/en/newsroom/range-news/ikea-launches-brand-campaign-do-try-this-at-home-pube7324540/">IKEA | IKEA launches brand campaign “Do Try This at Home”</a></li><li><a href="https://www.youtube.com/watch?v=qr_dTySMl7s">Youtube | The LEGO Story - How it all started</a></li><li><a href="https://www.lego.com/en-us/aboutus/news/2025/september/Never-Stop-Playing-Fall-Campaign">LEGO | Tom Holland &amp; brothers team up with The LEGO Group for fall</a></li></ul>

LEGO vs IKEA: Leveraging Product Systems for Systemized Storytelling