Focusing on fan communities is a structural strategy. LEGO has demonstrated that fandom drives innovation, fosters long-term ...

To successfully sell products and cement long-term loyalty, retailers need to deliver a brand story, excellent customer service and ongoing support. Faced with a significant sales downturn, The Lego ...

It is “very rare” market mix modelling (MMM) is considered a strategic tool in businesses, says Lego’s global head of effectiveness James Sallows. The marketing effectiveness team has been on a ...

As we delve into the details of brand strategy, it’s important to acknowledge the scale of what has happened to Claire’s over the past few weeks. 154 stores have closed. 1,300 people have lost their ...

On average, every person on Earth owns 94 LEGO bricks. But that’s not enough for the Danish toy manufacturer. LEGO is seeking to increase its popularity among kids of all ages – and it seems to be ...