Lekekassen’s Million-Kroner Success with Live Shopping: A New Era for Norwegian Retail

In a highly successful collaboration with Sprii, Lekekassen’s one-hour Live Shopping event achieved a staggering volume in sales, proving just how powerful Live Shopping can be. Let’s break down what made this event a major success and how Lekekassen kept thousands of viewers captivated.

Engaging Viewers with Iconic Giveaways

A crucial part of Lekekassen’s strategy was to tap into LEGO's universal appeal by offering viewers the chance to win a legendary LEGO "Star Wars" spaceship set. To enter, viewers simply needed to comment “LEGO LIVE,” spurring thousands of comments that amplified the stream’s reach across social media platforms. As comments flooded in, the algorithm picked up on the engagement, showing the live to even more users. This tactic created a ripple effect, much like throwing a pebble into a pond, generating greater exposure and engagement for the brand.

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Building Engagement with Interactive Content

One of the challenges of Live Shopping is keeping viewers engaged. Lekekassen met this head-on by staying true to their brand and inviting a LEGO expert to build creations live on air. Viewers were invited to participate in deciding what the expert would build next, voting through live polls on whether he should create animals, airplanes, or other fun figures. This interactive element kept the audience involved, creating an atmosphere of anticipation and enjoyment that led to longer viewing times—and more opportunities for shopping.

How Sprii powered this successful show

As the platform behind Lekekassen’s Live Shopping event, Sprii enabled seamless interaction between the brand and its audience. With Sprii's Live Shopping technology, Lekekassen could engage with viewers in real-time, showcase product details, and make it easy for viewers to make purchases on the spot. Christian Vester, CEO and co-founder of Sprii, noted the importance of providing Norwegian retailers with this technology, saying, “Sharing expertise through Live Shopping creates better customer experiences.”

Sprii has helped many brands tap into this new format, with companies like Power and Kid also experiencing success with the platform. Since its inception during the pandemic (then under the name ELISA), Sprii has grown exponentially and now generates over NOK 2.5 billion annually.

Takeaways from a Winning Strategy

Lekekassen’s success highlights how Live Shopping can be more than a sales tool; it’s an opportunity to connect with audiences on a deeper level. By making the experience fun, memorable, and interactive, Lekekassen didn’t just build loyalty—they also drove significant sales. Ida Svenningsen Eide, CMO of Lekekassen, emphasized the importance of showing the human side of the brand: “We want to meet customers at eye level and show who we are as people—even though we're an online store. Live Shopping allows us to do that.”

The Results Speak for Themselves

With over 8,000 viewers tuning in and sales reaching impressive figures, this live event stands as a testament to the potential of Live Shopping. It underscores how combining beloved brands, engaging content, and the right technology can lead to breakthrough results. According to Johny Larsen, Nordic sales manager at Sprii, “Lekekassen is among the most legendary Scandinavian toy brands. We’re proud they chose our technology to engage their customers, and it’s rewarding to make a difference.”

For Lekekassen and Sprii, this collaboration represents a new chapter in the evolution of E-commerce in Norway. As Live Shopping continues to grow, brands looking to connect with their audiences in meaningful ways may find inspiration in Lekekassen’s approach.