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How LEGO Built a Brand on Systematic Creativity
In this episode, Lucas and Luna explore how LEGO transformed from a struggling toy company in 2003, losing $1 million a day, into the world's most powerful brand by 2025. They drill into the specific strategic decisions that turned the company around: the ruthless pruning of 13,000 SKUs to 6,000, the focus on the core LEGO System in Play, and the launch of the LEGO Movie as a brand catalyst. They also discuss how LEGO maintains brand consistency across digital, retail, and theme parks, and why the company's emphasis on 'systematic creativity' — constrained building with…
The skinny
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