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  • LEGO involves all customers, from its young target audience to its niche older fans
  • LEGO involves all customers, from its young target audience to its niche older fans
    Jinho Jung, Creative Commons (2009) ©
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Why LEGO went back to the brick

After hitting a brick wall, LEGO worked its way back to the top of the toy industry. David Robertson, Professor of Innovation and Product Development at Wharton, explains how.

Location Global

Scope
Contemporary kids grow up faster than ever, and as they've become increasingly tech-savvy, traditional toys are being tossed aside earlier. When LEGO first noticed this shift, their plan to innovate seemed futile; on paper, reduced building time and the introduction of heroes like Jack Stone should have appeased this 'fast-forward' generation, but profits continued to plummet.

LEGO bosses attended fan-organised event BrickFest, and after a long question and answer session, a new era of customer-centric planning began. David Robertson, Professor of Innovation and Product Development at Wharton, broke down how the company worked its way ...

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