The secret history of how a group of misfits saved the Lego bricks

Lego have been a beloved toy for generations, captivating the imagination of children and adults alike. However, what many people do not know is the incredible story behind how these iconic bricks were saved from the brink of extinction by a group of misfits.

In the late 1990s, Lego was facing unprecedented challenges. The company had expanded rapidly in an attempt to appeal to a wider audience, diversifying into theme parks, clothing lines, and even video games. As a result, Lego was left with a staggering amount of debt and a product line that was losing its appeal.

At the same time, a group of misfits within Lego’s own ranks was growing increasingly frustrated. They believed that the company had lost its way and that it needed to return to its roots – simple, creative, and imaginative play. Led by a visionary named Jørgen Vig Knudstorp, this group set out to save Lego from the brink of collapse.

Their first step was to streamline the product line, focusing on the core Lego bricks that had been the foundation of the company’s success for decades. This meant discontinuing many of the licensed sets and gimmicky themes that had cluttered the shelves, and instead, refocusing on the basic sets that allowed for open-ended play and creativity.

Next, they turned their attention to rebuilding Lego’s brand and reconnecting with their loyal fan base. They reached out to Lego enthusiasts, known as “AFOLs” (Adult Fans of Lego), who had been creating elaborate and innovative Lego designs and sharing them online. By embracing these fan communities and actively seeking their input, Lego was able to tap into a wealth of creativity and passion.

In a stroke of brilliance, Lego also decided to release the Lego Mindstorms robotics line, which allowed users to build and program their own robots using Lego bricks. This groundbreaking product not only showed that Lego was still at the forefront of innovation, but also helped to reintroduce the brand to a new generation of tech-savvy children.

Another key move was to partner with major franchises like Star Wars and Harry Potter to create licensed Lego sets. This not only brought in additional revenue, but also helped to reestablish Lego as a must-have toy for children worldwide. These collaborations proved to be immensely successful, attracting both new and old fans to the brand.

The misfits at Lego were also responsible for an ingenious marketing campaign that encouraged customers to submit their own Lego designs. The best designs would then be turned into official Lego sets, with the designers receiving a share of the profits. This campaign not only generated a buzz around the brand, but also showcased the limitless possibilities that Lego offered.

Over time, Lego’s bold and innovative strategies paid off. The company’s debt was gradually reduced, and sales began to increase once again. Today, Lego is one of the world’s most valuable toy brands, with a wide range of products and a global presence.

The secret history of how a group of misfits saved the Lego bricks is a testament to the power of passion, creativity, and innovation. It is a story of triumph against all odds and a reminder that even the most beloved brands can face challenges. Thanks to their determination and outside-the-box thinking, Lego was not only saved, but also reinvigorated, sparking the imaginations of countless children around the world.