How Lego Rebuilt Its Brand Brick by Brick

Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity · Jul 27, 2026 · 6m · transcript

In 2003, Lego was bleeding cash and close to bankruptcy. This episode examines how the company staged one of the most remarkable brand turnarounds in modern business. We walk through the overexpansion that nearly destroyed the brand, the strategic refocus on its core brick under CEO Jørgen Vig Knudstorp, and the cultural explosion fueled by The Lego Movie. Specific numbers: sales dropped 30% in 2003, debt topped $800 million, and by 2015 Lego had become the world’s largest toy company. The conversation covers how Lego rebuilt trust with parents, revived creativity as a brand pillar, and…