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How Lego Built a Brand on Creative Play and Resilience
In this episode, Lucas and Luna explore how Lego built one of the world's most beloved brands by staying true to creative play and bouncing back from near-bankruptcy in the early 2000s. They dive into the specific turnaround led by CEO Jørgen Vig Knudstorp, who refocused the company on its core brick, streamlined operations, and leveraged licensing deals like Star Wars and Harry Potter. The conversation also covers Lego's digital expansion into video games and movies, the success of Lego Ideas, and the challenge of maintaining brand integrity while growing. A concrete example: how…
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