Latest / Brand Storytelling with Fexingo: Narrative, Mission, and Stories That Sell
How LEGO Turned a Near-Bankruptcy Into a Brand Comeback Story
In the early 2000s, LEGO was bleeding money—losing $1 million a day and on the verge of collapse. This episode unpacks how the company rebuilt its brand by refocusing on the brick, embracing co-creation with adult fans, and turning a near-death experience into a masterclass in brand storytelling. We trace the key decisions: from killing dozens of failed product lines to launching the LEGO Ideas platform, and how that transformed LEGO into one of the most valuable toy brands in the world. If you've ever wondered how a company can lose its way and come back stronger, this is the story…
The skinny
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