When Diplomacy Meets Marketing through LEGO

I am not entirely sure whether it was my education in International Relations followed by a MBA degree, or my career path—starting in the private sector and later moving into humanitarian work focusing on communications and partnerships afterwards—that pushed me to reflect on this. However, a news story that appeared in the media in recent weeks offered important clues about the future of diplomacy and marketing.

What Happened? More Than Just a Gift in Diplomacy and Strategic Marketing

Recently, a notable gift exchange took place on the diplomatic stage. Attending the inauguration of Egypt’s largest museum, Danish Foreign Minister Lars Løkke Rasmussen presented Egyptian Foreign Minister Badr Abdel Aty with a LEGO model of the Giza Pyramids. While a small and seemingly simple object, the LEGO gift carries multiple layers of meaning that international relations experts could debate. More importantly, the use of a product so closely associated with Denmark on the world diplomatic stage also illustrates a nice example of strategic marketing: a moment where private sector creativity and dynamism intersect with diplomacy.

Throughout history, many diplomats have exchanged gifts that hold symbolic meaning, recall past relations, or even send subtle messages about the future. (One might recall, for example, the Danish Prime Minister gifting a Metallica LP to the President of Indonesia: source).

While international relations experts could analyze the Danish Foreign Minister’s LEGO gift from multiple historical perspectives, what stood out to me was its immediate impact: a genuine smile on the recipient’s face, and a gesture that simultaneously reinforces diplomatic ties and strengthens the brand presence of a national product. It is a perfect combination of cultural symbolism, diplomatic elegance, and strategic marketing.

Product Marketing in Diplomacy

In LEGO’s 2024 Annual Report, CEO Niels B. Christiansen emphasizes the importance of an “innovative portfolio” and “engaging experiences,” noting that “momentum was driven by our large and diverse portfolio which is designed to appeal to people of all ages and interests.” While he likely wasn’t specifically thinking of the Egyptian Foreign Minister while mentioning “...people of all ages and interests”, this example demonstrates how clever marketing and intersectional thinking can turn the diplomatic arena into a potential target market (LEGO Annual Report 2024).

Considering LEGO’s increasing sales across Europe and the MENA region, this gift is not just playful; it’s a strategic move informed by market dynamics (Statista: LEGO Sales by Region). The fact that LEGO-related events were hosted at the museum months prior to its opening also highlights how existing user engagement and brand relationships can reinforce both marketing and cultural diplomacy efforts (World Economic Forum LEGO Program in Egypt).

LEGO as the Building Blocks of Diplomacy and Marketing

This example illustrates the core intersection of diplomacy and marketing: the art of relationship management. Storytelling, positioning, and meaning-making/value creation emerge as three closely intertwined pillars of effective relationship management.

Philip Kotler defines marketing as “the process of creating and sustaining value” (Kotler, Marketing Management), and this description is remarkably relevant to modern international relations. Countries, like brands, now position themselves strategically, offer value propositions, and engage with their audiences—other states, institutions, and societies.

Whether we view individuals as irrational actors and organizations as rational entities, we cannot ignore the role of emotional and trust-based connections in shaping perceptions and sustaining partnerships.

When diplomacy and marketing come together like LEGO pieces—strategically and thoughtfully—the result can be a meaningful, lasting creation. And it is precisely this kind of creative interaction that can open the door to meaningful change.

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