WAMU 88.5 : The Diane Rehm Show

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David Robertson: "Brick By Brick: How LEGO Rewrote The Rules Of Innovation And Conquered The Global Toy Industry"

Along with Coca-Cola, Apple and Disney, LEGO is among the world’s most recognized brands. The toy company annually produces its candy-colored plastic bricks at a rate more than five times the world’s population. And in 2000, Fortune magazine named LEGO the toy of the century. But the Danish company, which began in 1932 producing wooden cars and ducks, recently stood at the brink of bankruptcy. Facing a digital toy revolution and the new world of partnership and licensing agreements, it tried to re-invent itself. When standard innovation strategies fell short, LEGO found success by “returning to the brick.” Diane and her guest, David Robertson, discuss how LEGO conquered the toy industry.

LEGO Creations

Read An Excerpt

Excerpt from "Brick by Brick: How LEGO Rewrote the Rules of Innovation and Conquered the Global Toy Industry" by David Robertson. Copyright 2013 by David Robertson. Reprinted here by permission of Crown Business. All rights reserved.


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