Lego Affiliate Program: Is It Right For You? The Building Blocks for Success

Are you passionate about building incredible creations or crafting kid-friendly content? If so, the Lego affiliate program might be a perfect new income stream.

According to Glassdoor, the average affiliate marketer earns almost $60k per year.

As an iconic and visually rich brand, beloved by all ages, Lego represents an excellent opportunity for aspiring affiliate marketers interest in making money online.

In this guide, we’ll provide a complete view of what you need to know to get started and succeed with the Lego affiliate program, including commission rates, how to create engaging content, and marketing strategies that drive sales.

Why The Lego Affiliate Program?

1. It’s an established and beloved brand.

Lego was founded in 1932. It has since grown from a single carpenter’s workshop to the world’s biggest toy maker with a market share of 7.6%.

Lego has its own movie, theme parks, and computer games and countless partnerships with hugely popular brands like Disney, Harry Potter, DC, and Peppa Pig. Affiliates won’t have a hard time finding people who know and love Lego.

2. The product range is large and versatile.

At the heart of the business is the Lego brick, a flexible interlocking building block that lets users create and build nearly any structure they can think of. In fact, six 2×4 Lego bricks can be combined in over 900 million ways. There are also thousands of other unique Lego pieces available.

Lego has a wide target audience, ranging from age 1.5 all the way up to adults, and spanning interests as varied as a cars, fine art, and fantasy films. This means there are plenty of niches for affiliates to explore.

What Is Affiliate Marketing?

Affiliate marketing is when brands partner with content creators, websites, and influencers for marketing purposes. Affiliates promote products and earn commissions by driving sales.

For example, if a Lego affiliate creates a blog promoting Lego products and a blog reader goes on to make a purchase on the Lego website, the affiliate earns a percentage of that sale.

Affiliates are given unique tracking links that take their followers to the brand website. These product links use browser cookies to trace purchases back to the affiliate.

Lego Affiliate Program Review: The Full Details

Operator: The Lego affiliate program is an official Lego Group program but it is run by the Rakuten advertising network, which also operates many other affiliate programs.

Commission rate: In most locations, the Lego affiliate program commission rate is 3% but affiliates generating UK-based traffic earn 5%. For comparison, here are the commission rates for some other affiliate programs in the toy industry.

• Mattel affiliate program: 3-4%
• Toys R Us affiliate program: 3%
• Target affiliate program: up to 8%
• Walmart affiliate program: 1-4%
• Amazon affiliate program: 4-10%
• Temu affiliate program: up to 20%

Generally speaking, affiliate programs with lower prices will offer higher commissions so you should always consider the commission rate in conjunction with the average order value. Lego’s average order value is $50-75 while many of Temu’s products are under $10.

Cookie duration: Lego affiliate links have a cookie duration of 7 days which means that after a potential customers clicks on an affiliate link, they have 7 days to make a purchase in order for the sale to be eligible for commission. This is better than many other programs. The Walmart affiliate program, for example, has a cookie duration of 72 hours while Amazon’s is just 24 hours.

Payment: Affiliates can choose to be paid via direct deposit, Paypal, or check. They must have a minimum of $50/£50/Є50 in their Lego affiliate program account in order to be paid out.

Tools and materials: Rakuten Advertising supplies affiliates with marketing materials such as official Lego branded banners. They also provide sales tracking and valuable insights into data like clicks, impressions, and conversions. Affiliate marketers receive newsletters containing product news and special promotion updates as part of the affiliate program.

How to Join the Lego Affiliate Program

To join the Lego affiliate program, follow this link or go to Lego.com and scroll to the bottom to click “Affiliate Program”. Set up an account and fill in the details required, including your name, contact details, a link to your primary website, and information about your social media profiles.

Another way to join the Lego affiliate program is to go directly to the Rakuten Advertising website and set up a profile. Once approved by Rakuten Advertising, search for Lego and choose the affiliate program that matches your region (or rather the region your traffic will come from). Click apply and fill in your details.

You will need to wait a few days or perhaps a couple of weeks to find out whether your application has been successful.

Who is Eligible for the Lego Affiliate Program?

Your are most likely to be accepted for the Lego affiliate program if your website generates a good volume of traffic and features engaging content relating to toys, kids, creative hobbies or a popular subcategory of Lego products, like Star Wars or Harry Potter.

The Lego affiliate program wants to see that you have an audience that are likely to purchase Lego.

You are unlikely to be approved for the program if your site is not aesthetically pleasing or displays offensive content.

7 Creative Content Ideas for the Lego Affiliate Program

Most affiliate marketing strategies are driven by content. If you create engaging content – like SEO blogs, Instagram ads, TikTok videos, or online classes – you can drive organic traffic to a website that showcases your affiliate links.

Here are some creative content ideas that can help you build an engaged audience and effectively promote Lego products so you can earn commissions.

1. Pinterest Pins

On Pinterest, you can create visually appealing and keyword-rich pins that link directly to your site.

This is a powerful way to attract users interested in your niche. This strategy is especially recommended for Lego products that are popular with women as Pinterest’s users are 70% female.

Organize your pins into themed boards to showcase your content and make it easy for users to discover related posts.

Utilize Pinterest’s search functionality by including relevant keywords and hashtags in your pin descriptions. Engaging with the Pinterest community by repinning, commenting, and following others will increase your visibility and potentially drive traffic to your website.

2. Hauls/Unboxing

Haul or unboxing videos like this one are a staple of affiliate marketing. In these videos, Lego affiliates showcase the process of revealing and discussing newly purchased products, often providing first impressions and detailed reviewed.

Unboxing videos are a great way of portraying enthusiasm for Lego products and generating enthusiasm and curiosity among viewers. They can also build trust and provide practical information that can drives purchasing decisions.

Remember to encourage viewers to make their purchases via your Lego affiliate link.

3. Reviews

Written or video reviews of Lego sets are a great way to provide Lego enthusiasts with the practical information they need to make a purchase. Make your reviews visually interesting and include information about packaging, building experience, difficulty level, the appearance of individual elements, value for money, and any cool or surprising features of the Lego sets.

If you have any complaints about the product (e.g. the building process was repetitive) include these to build credibility and add value. Don’t forget to include a unique affiliate link to each of the Lego products you’re reviewing.

4. Tutorials

Step-by-step guides showcasing unique builds, customization ideas, or advanced techniques are a great way to build a loyal, engaged audience. Use clear, concise language and make your tutorials visually interesting and easy to follow. Remember to include a Lego affiliate link to the relevant products.

5. Shopping Tips

Create content that informs Lego enthusiasts about:

• where to find and buy Lego products
• exclusive Lego products
• discount codes and special promotions
• new releases

Content like this will help you build trust but make sure you’re also directing your audience to the Lego site via your Lego affiliate links.

6. Stunts and Superfan Content

Viral content often contains something surprising or unusual. For example:

• “I Built The World’s Largest Lego Tower” 182m views
• “I built a LEGO THEME PARK” 5.35m views
• “Touring the LEGO Factory in Denmark!” 642k views

Consider doing something surprising with Lego to grab viewers attention. Alternatively, appeal to Lego superfans with content that’s relatable and makes them feel like part of a club. For example, watch this video which is captioned “When your partner is expecting groceries but instead you bring home Lego.”

7. Stop Motion Animations

Stop-motion animation is a creative way to promote Lego products. It brings Lego to life, showcasing its versatility, and uses the power of narrative to engage viewers. The video below tells an engaging story and shows the products in action, making them more desirable and memorable. Amazingly, it has over 40 million views, showing that there is a massive market for content like this.

Stop-motion will make you stand out from other Lego affiliates but be warned that it requires skill, time, patience, and money.

4 Pro Tips for Success with the Lego Affiliate Program

Here are our top tips for making money with the Lego affiliate program – or any affiliate program.

1. Build a niche and study it. When you become a Lego affiliate marketer, choose a niche and build your audience around it. Women who love Disney, kids who love Harry Potter, and petrol-heads are all possible niches. The more you know about your audience, the better you can tailor your content.
2. Take advantage of seasons and trends. Keep an eye on other Lego affiliates and the “Bestsellers” section of the Lego website to see which products are trending. Product releases, sales, new Disney movies, and holidays can all be leveraged to boost sales. For example, thirty Lego sets are sold every second in the pre-Christmas period.
3. Make friends with Lego affiliate data. Use the affiliate data on your Rakuten Advertising dashboard to figure out how to increase engagement, traffic and conversions. Use A/B testing to improve your marketing strategy.
4. Combine trends. Combine Lego with other popular themes to maximize the appeal of your content. For example, ASMR is one of the most popular categories of YouTube content, and one content creator made an ASMR video using Lego.

Additional Resources to Help You with the Lego Affiliate Program

In the affiliate marketing industry, differentiating your offer can be a hard task. That’s why we will provide some insights that will help you make your conversions skyrocket:

Pros of the Lego Affiliate Program

• Famous and beloved brand
• Huge range of products which are constantly updated
• Popular with both adults and kids
• Visually appealing products
• Competitive commission rates (on par with Mattel, Amazon, Toys R Us)
• Relatively high prices (meaning higher commissions)
• Global shipping
• Access to analytics and marketing material
• Competitive cookie duration

Cons of the Lego Affiliate program

• Relatively high prices (likely meaning lower conversions)
• Creating content like tutorials and animation is resource-intensive
• Lots of competition for the attention of Lego enthusiasts

Closing Thoughts: Is the Lego Affiliate Program Worth It?

In a nutshell: YES!

As a Lego affiliate, you can capitalize on the company’s iconic brand, broad product range, and global appeal. There is so much potential for visually appealing content and, with competitive commission rates, there’s ample opportunity to earn money.

It’s relatively easy to become a Lego affiliate and Rakuten Advertising’s tools make it easy to track your data when you start earning commissions.

However, before you join the Lego affiliate program, be warned that creating content promoting Lego products can be time-consuming and resource intensive and there is plenty of Lego-related content to compete with.

It will take hard work and creativity to stand out from the crowd.

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