The quality of LEGO products has been constant across the period when they almost went bankrupt to the point where they are now. It’s not the quality that expla

The quality of LEGO products has been constant across the period when they almost went bankrupt to the point where they are now. It’s not the quality that explains their ups and downs. A huge factors is their branding strategy. When they almost went bankrupt they where paying tons of money to make branded sets that just didn’t push them anywhere, now they have better deals and are doing both Marvel sets, DC sets and also have all the LEGO games, the movies and the LEGO animations putting them at the forefront of every child’s attention. They also have a meme division that’s watching social media full time, and trying to push LEGO variants of everything that goes viral. When the dress of indeterminate color was going around they had a LEGO version the same day. At the same time they’ve managed to create some extremely effective store fronts that sell their brand as much as just the products taking a hint from Apple/Disney. Now don’t get me wrong injection molding with sub 50um precision is cool. But that’s not the core of their success, they where doing that way back before they struck gold, and 4 year olds playing with their LEGO-hulk wouldn’t notice. Geeks who value quality engineering might appreciate it, but the LEGO-architects was never a blockbuster success, and even their NXT Robot series while fun, aren’t what’s pushing profits.