How LEGO Turned Its Fortune: The Strategy Behind the Comeback

Discover how LEGO successfully transformed its business through innovative strategies and partnerships.

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LEGO was saved through a multifaceted turnaround strategy that included refocusing on core products, establishing strong partnerships with franchises like Star Wars and Harry Potter, and leveraging digital innovations such as video games and movies. This shift in strategy boosted sales and re-established LEGO as a beloved brand.

FAQs & Answers

  1. What were LEGO's core products that contributed to its success? LEGO refocused on its classic building sets, which are central to its brand identity and customer loyalty.
  2. How did partnerships with franchises help LEGO? Partnerships with franchises like Star Wars and Harry Potter expanded LEGO's audience and boosted sales through themed products.
  3. What role did digital innovation play in LEGO's turnaround? Digital innovations, including video games and movies, helped LEGO engage with a wider audience and reestablish its brand relevance.
  4. What is LEGO's strategy for maintaining its current success? LEGO continues to innovate by exploring new product lines and expanding its franchise partnerships to keep the brand fresh and appealing.