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Dec
2
2009

As a "Distantly Danish" guy (part of my family came from Denmark several generations ago), and longtime fan of Lego (regardless of being from Denmark), it has been heartening to see that Lego has been able to re-invent itself significantly via Mindstorms, video games, branded/licensing agreements, retail stores, etc.. Fascinating article - this looks at Lego from a "modern marketing" perspective - very Web 2.0 focused.

"Five years ago, Danish toy company Lego was bleeding money to the tune of $300 million in a year. It seemed as though reality had finally caught up with a relic of a pre-video game, pre-internet era. But by last year, Lego was posting double-digit sales increases, and in the first half of 2009, sales were up by nearly a quarter, as many rivals were floundering. How did it turn around? The 77-year-old company took on a variety of marketing and operational changes that have made it look thoroughly modern. "

adage.com/...article
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lego innovation ADage advertising_age marketing operational_excellence innovation_management listening

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