How Lego Turned a Near-Bankruptcy Into a Brand Comeback

Brand Storytelling with Fexingo: Narrative, Mission, and Stories That Sell · Jul 21, 2026 · 8m · transcript

In the early 2000s, Lego was bleeding money — nearly $1 million a day. This episode digs into how the company pulled off one of the most dramatic brand turnarounds in modern marketing. We trace the specific decisions: killing thousands of unprofitable SKUs, renegotiating with retailers like Target, and rebuilding the brand around core storytelling. The real surprise? Lego's digital pivot — from fearing video games to embracing them with Lego Batman and Lego Star Wars — became a growth engine. We also touch on the movie strategy and how it revived the brand's cultural relevance. No…