Strategic YouTube channel management for 200+ countries

The LEGO Group is a global brand with an enormous content output — from animated series set in its own universes like Ninjago and LEGO Friends, to licensed content such as LEGO Star Wars. Managing all of this on YouTube had previously been decentralised, with each region operating by its own rules. Our collaboration started in Central and Eastern Europe, where we were brought in to bring structure, strategy and consistent processes to the main channel. The approach worked — and from Prague, we gradually took over central management of LEGO's primary global channel. Today we run YouTube operations for more than 200 countries and 43 languages.

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Bringing order to tens of thousands of videos

LEGO produces a massive volume of content for diverse audiences and markets — from children's series to short-form content for fans. YouTube channel management had been fragmented across local teams in individual regions. Local brand managers uploaded videos on an ad-hoc basis, often without consistent standards for SEO, visual identity or content tracking.

The goal was to unify that process and build a system that guaranteed professional publication standards across every market — eliminating manual errors, aligning processes worldwide and ensuring that the investment in content creation paid off through long-term discoverability and proper channel structure.

Centralised control, consistent standards, custom tools

The foundation of the solution was taking full operational responsibility away from local teams and introducing a central publication system. Where regional managers previously uploaded content themselves simply to get a shareable link, we now own the entire process. Every video goes through a technical check, receives optimised metadata and a thumbnail, gets published at the right moment and slotted precisely into the channel structure.

Over more than ten years of collaboration, we've built deep expertise in video optimisation and publication that we continuously share with teams across different markets. This includes repurposing existing video material into streams, YouTube Shorts and long-format compilations, as well as ongoing testing, optimizing and advanced reporting that shows what's actually working and what isn't.

To handle the operational demands at global scale, we developed IX — a tailor-made content management platform built specifically for this project. It unified data from previously disconnected spreadsheets into one structured system that tracks videos, playlists, all publication activity and streaming — eliminating manual data entry entirely. Our content managers and regional teams now have an immediate overview of the entire portfolio, with the ability to filter and evaluate content by topic, market or timeline.

YouTube as a strategic pillar of global communication

As of March 2025, the LEGO global channel had 19.7 million subscribers and over 41,000 uploaded videos — all tracked, searchable and managed in one unified system. The channel's consistent growth has allowed LEGO to embed YouTube as a genuine part of its marketing strategy. Regular, strategic publishing builds authority with both the algorithm and the audience.

Through strategic management, carefully built processes and our own custom tools, YouTube has become a stable communication pillar for LEGO — scaling across more than 200 countries and 43 languages, and delivering real returns on the investment the brand puts into its content.

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The scale of the operation

• 20M+ subscribers
• 41,000+ videos tracked and managed
• 200+ countries, 43 languages — managed in one system on one channel