• Team Business-360°

How Lego reinvented to stay relevant

The Danish got it right this time; and we’re not only talking about the Vikings. The building blocks of almost everyone’s childhood that helped fuel our creativity, Lego. Lego started off as very affordable wooden toys in a small Danish town during WW2. It later evolved into the plastic bricks we know and have such fond memories of today.

Lego was immensely popular with children for many years, but with the introduction of video games the company felt the need to reinvent itself. Initially they fumbled around a bit with products like Znap, Primo, Scala and more, nearly destroying their company, but pulled up their socks through various collaborations and innovations.


They partnered with franchises like Harry Potter, Star Wars among others and created figures and specially themed sets. They even made movies such as The Lego Movie and The Lego Ninjago movie which featured big names. They partnered with NASA to educate children about space. They also collaborated with Facebook to create a series of videos for their “Kronkiwongi” series. They even branched out and partnered with Snapchat to create a lens to promote their Leggo Batman movie. They zoomed ahead with collaborations with car brands like Ferrari, McLaren, Porsche to create the Lego Speed Champions Series of vehicles. This increased their revenue considerably which allowed them to experiment and create more.


Lego never restricted itself to only one demographic. They always tried to appeal not only to children of all genders but also to adults. They managed to appeal not only to children with building blocks and movies but also adults with Hollywood collaborations, themed sets and special figures like the Eiffel tower and more. They even own theme parks and videogames for all ages.


In theme with Lego’s company values. Every year a team of 50 employees will head to Spain to brainstorm ideas for new products, collaborations and the works. Along with external advice and ideas for innovation, Lego prioritises internal ideas.

To read more about how Lego built themselves up click these:

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