3 ms·
Lego is a fascinating case study. They've gone entirely corporate - so many of their expensive new products are branded partnerships. I guess it had to be done.
by hilux 3y ago
Lego is a fascinating case study. They've gone entirely corporate - so many of their expensive new products are branded partnerships. I guess it had to be done. There must be an HBS case study, or several, about this.
- pfranz 3y agoI wouldn't be surprised if branded partnerships have minimal profit and are mostly intended to keep a premium market perception. Lego was pretty famous for doing branded partnerships and still struggling [1]. This lead them to come up with more of their own IP like Bionicle and Ninjago. [1] https://en.wikipedia.org/wiki/Bionicle#Concept https://en.wikipedia.org/wiki/Bionicle#Concept
- notzane 3y agoBrick by Brick is a great book about the history of Lego and how it came back from near bankruptcy. It reads like a business case study—turns out they were saved by a McKinsey consultant. https://en.m.wikipedia.org/wiki/Jørgen_Vig_Knudstorp https://en.m.wikipedia.org/wiki/Jørgen_Vig_Knudstorp