How LEGO Built a Winning Strategy with YouTube Shorts

LEGO’s building something huge on YouTube, and it’s primarily out of Shorts.

Data from Tubular Labs highlights how the toy brand has emphasized YouTube Shorts to hit new highs in terms of both unique U.S. viewers and minutes watched. LEGO’s 14.1 million YouTube viewers ranked No. 9 among all brands in September 2025, and nearly doubled month-over-month. Its minutes watched grew by 19%, to 93.7 million.

Last September, just 16.8% of LEGO’s YouTube videos were Shorts, but this year, that number was 46.3%. It also helps that LEGO’s top YouTube upload in September – Jumping Over 550 Bricks?! – hit 269 million views (the brand’s most-viewed video of the year by far).

A key factor for LEGO’s success in September and this year overall is the fact that it’s leaned into a creator-focused approach. These are still videos about LEGO products, yes. But they more resemble user-generated content in a way that invites additional views and engagement since audiences find them more akin to what they’re prone to watching on social video.

LEGO has various in-house creators (much of the brand’s creative work is handled in-house as it is) to upload content to YouTube and other platforms. However, LEGO also works with external creators through content partnerships and its various affiliate programs that incentivize driving engagement and traffic to LEGO.

To-date in 2025, iSpot data shows that LEGO has spent just $6.9 million on national TV (primarily networks focused on younger viewers, like Nick and Disney) – a pretty similar total to the same time period in 2024, when it spent $6.5 million. Recently, LEGO has limited summer TV advertising, while focusing on February to May, and then the holiday season push.