How Juguetron and LEGO Reimagined Toy Shopping for a New Digital Generation
Juguetron partnered with LEGO to launch a B2C eCommerce experience that went far beyond selling toys—it built a digital playground for discovery, gifting, and storytelling. See how they transformed physical retail leadership into online success with a shopper-first, fun-forward approach.
When Play Became Digital: A Toy Retail Transformation Story
Juguetron is a beloved name in Mexican retail. Since 1969, it has been shaping childhoods with its stores filled with wonder, color, and endless possibilities. Over the decades, its reputation grew into more than just a toy seller—it became a guide for joyful discovery. But the future of toys isn’t just in aisles and shelves. It’s online, in homes, on mobile devices—where imagination now begins with a search bar or a tap.
The team at Juguetron saw this shift clearly. It wasn’t just about launching an online store; it meant rethinking the entire toy-buying experience.
The Challenge
Digital transformation for Juguetron had to do justice to its brand promise. Listing products online wasn’t enough. How could they help parents, kids, collectors, and gift-givers navigate an enormous catalog of toys, each suited for different ages, styles, learning types, and play moments?
And with the privilege of operating LEGO Certified Stores in Mexico, the stakes were even higher. LEGO isn't just another toy brand—it’s a global icon. The online experience had to meet LEGO’s international standards and delight shoppers with the same creativity they expect from the bricks themselves.
The Vision
Juguetron imagined a world where buying toys online could be as fun and intuitive as playing with them.
That meant:
Curated categories not just by age or gender, but by occasion, personality, and purpose.
A fully multilingual, mobile-ready interface that guided shoppers to the perfect gift.
Engaging content, seasonal campaigns, and storytelling features that brought toys to life.
A smooth, modern backend for managing orders, promotions, and customer data with ease.
The Execution
The project began with Juguetron’s online presence, redefining the catalog with 14 thoughtfully designed categories and subcategories—from brain-boosting puzzles to creative kits, outdoor fun to collectible figurines.
From there, we launched the LEGO Certified Store Mexico, collaborating directly with LEGO’s global marketing teams. The result was a sleek, playful, and highly functional online destination that matched the world-class standards of the LEGO brand.
Visitors could:
- Search using predictive smart filters (model, theme, brand).
- Discover related products by brand, category, or interest.
- Use tools like "Find the Perfect Gift" or "Party Registry" to simplify decision-making.
- Create a LEGO ID (even as a parent managing multiple children).
- Track loyalty points, join campaigns, and explore exclusive online builds.
Behind the scenes, data from user profiles, search history, favorites, and interactions helped Juguetron shape personalized offers and promotions—boosting conversion and delight.
The Outcome
Today, Juguetron and the LEGO Certified Store don’t just sell toys. They build experiences.
Their digital platforms transform shopping into a storytelling experience. Customers find gifts more quickly, discover new favorites, and feel immersed in a world of play—whether browsing on a phone or planning a birthday surprise.
The platforms are not only robust and scalable but infused with magic—the kind only iconic brands like LEGO and Juguetron can offer. Their physical retail excellence now mirrors perfectly online, opening doors for more families, more fun, and more moments of joy.
We didn’t just want to move products online. We wanted to move emotions—bring smiles, spark curiosity, and help parents and kids feel the joy of discovery. This platform delivered that, and more.
- eCommerce Lead, Grupo Juguetron
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The Juguetron and LEGO Certified Store online experience blends fun, function, and flexibility. It’s a digital playground where customer insights meet joyful discovery—and a showcase of how B2C e-commerce can be both delightful and deeply compelling.
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What Went Into It
This experience brought together a powerful combination of:
- Product framework with multi-level categorization and variant management.
- Intelligent search and predictive filtering across themes, brands, and product types.
- Audience segmentation, ghost profiles, and loyalty-based personalization.
- Content tools like a Digital Asset Manager, Stories, and Content Templates.
- Custom modules like LEGO® Avatar Builder, Gift Finder, and Registry.
- Full integration with payment gateways, shipping rules, and retail loyalty programs.