Why is Lego so successful?

Lego success

The ongoing business success of Lego over the past decade is something which many other brands would dearly love to mine for inspiration

Having gone from the brink of collapse just 12 years ago, the versatile Danish children’s toy company has quadrupled revenues and boosted brand visibility thanks to management reshuffles and innovative franchising.

Indeed, last year’s 3D The Lego Movie wasn’t just a smart, commercially successful film raking in nearly $500m (£332m) at the box office – it was also rightly heralded as a highly savvy piece of content marketing.

Anybody hoping to learn the secrets of their success (Lego recently overtook Ferrari as the world’s most powerful brand), would probably want to be in Billund, Denmark, from 13-15 April.

The tiny Danish town, home to Lego HQ, will host the ninth annual Lego Idea Conference, with 200-300 experts spanning academics, innovators and social entrepreneurs hoping to address such conundrums as, “Why do so many of the best ideas fail to scale?” and “Why doesn’t the world equally value hard and soft skills?”

The conference isn’t the only Lego event in 2015. Beyond the Brick – the first official documentary (or ‘brickumentary’) about the generation-spanning toy – will be released in the UK later this year.

Co-directed by Oscar-winner Daniel Junge and film-maker Kief Davidson, and narrated by actor Jason Bateman, it charts the company’s compelling history, from its intriguing name (a pun on both the Danish phrase leg godt, meaning “play well”, and the Latin for “I put together”) to the vast Lego installations created by brick artists around the world. Expect a bona fide blockbuster.


About author

Christian Koch

Christian Koch

Alongside his work for Director, Christian has written features for the Evening Standard, The Guardian, Sunday Times Style, The Independent, Q, Cosmopolitan, Stylist, ShortList and Glamour in an eclectic career which has seen him interview everybody from Mariah Carey to Michael Douglas through to Richard Branson with newspaper assignments including reporting on the Japanese tsunami and living with an Italian cult.

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