Journal of Regional Economic and Social Development No. 1 (12) http://dx.doi.org/10.17770/jresd2020vol1.12.5394 This is an open access article under the Creative Commons Attribution 4.0 International License 192 ANALYSIS OF LEGO BRAND COMMUNICATION FOR THE AUDIENCE OF CHILDREN IN SOCIAL MEDIA Diana Volkova 1 , Jelena Volkova 2 , Daina Znotina 3 1 Student, Rezekne Academy of Technologies, Rezekne, Latvia, e-mail: dina_volkova@inbox.lv 2 Mg.oec., lecturer, researcher, Rezekne Academy of Technologies, Rezekne, Latvia, e-mail: Jelena.Volkova@rta.lv 3 Mg.soc.sc., lecturer, researcher, Rezekne Academy of Technologies, Rezekne, Latvia, e-mail: Daina.Znotina@rta.lv Received: 18 September 2020 / Revised: 2 October / Accepted: 20 October 2020 / Published: 30 November 2020 Abstract. Social media have become not only a platform for contacts among individuals but also a channel through which companies can maintain constant two-way feedback with consumers. Companies around the world become increasingly aware of the potential of children in the market and increase their communication with the children's audience. The ability to influence a child’s choices through communication via social media could give companies an opportunity to increase their sales. The aim of the research is to assess the elements of social media communication for the LEGO brand and their influence on children’s audience in Latvia. The research concluded that nowadays it is important for a company to identify the right target audience, and only then, based on the company’s strategy, consider the need to use specific tools available in social media. By focusing their communication on children, companies also need to build a parallel relationship with their parents to make sure that the brand is relevant, safe and committed to the values that are relevant to the audience. Nowadays it is fruitful to focus on video content that creates a sense of presence and reality. LEGO is a good source of inspiration for companies in Latvia that want to create a strong brand story, thereby increasing their visibility through communication via social media. The research aim was achieved by identifying the theoretical basis, analysing the communication marketing activities of the LEGO brand focused on children, as well as conducting structured expert interviews and performing a content analysis. Keywords: brand, children’s audience, communication, social media. JEL code: M31. Introduction Today social media are a fast‑growing platform for communication, information transfer and the formation of worldviews and societal values. Every day, large platforms such as Instagram and Facebook add millions of new user profiles, and the audience of social media users around the world approaches a billion mark. Companies around the world become increasingly aware of the potential of children in the market and increase their communication with the children’s audience. At the same time, children play a number of roles in the