Case Study: Lego

Customer base

Target market

Fan engagement

Core product

Product innovation

Open-/Crowdsourcing

Brand partnership

Secondary market

Scarcity

Supply chain management

Diversification

How might a company that everyone loves almost go bankrupt?

How might adding more products (like clothes and video games) actually make a company less successful?

How might a company's most passionate fans (the adult collectors) be seen as a problem instead of an asset?

If you were the new CEO of a failing toy company, how might you decide which toys to stop making?

Browse: Lego fan product designer website

Browse: Lego Kids Playzone

Video: The Man Who Saved LEGO by BBC Reel

Video: How LEGO Embraced Their Adult Fans by IGN

Video: How LEGO Bricks Are Made by The LEGO Group

Article: Brick by Brick: How LEGO Rewrote the Rules of Innovation by WIRED

Analysis Framework: Helmer's 7 Powers