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How Lego Rebuilt Its Brand Brick by Brick
In episode 160 of Building Brands, Lucas and Luna look back at Lego's near-brush with bankruptcy in 2003 and the strategic decisions that turned the company into the world's most valuable toy brand. They dig into the 'innovation paradox' that nearly sank the company, the role of the Bionicle line and the Star Wars license, and how Lego's focus on the 'System of Play' rebuilt both its balance sheet and its cultural relevance. Along the way they explore what Lego's story teaches about brand turnaround, the tension between creative freedom and disciplined…
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