Changes

|title=Brick by Brick: How LEGO Rewrote the Rules of Innovation and Conquered the Global Toy Industry

|author=David Robertson and Bill Breen

|publisher=Random House

|date=June 2013

|summary=A study of the near-crash of LEGO in 2003 and its strategy for subsequent recovery.

}}

There can be few of us whose lives were not untouched at some stage by a phase of building things out of LEGO bricks. They comprised a time-honoured toy for children of all ages which weathered many a storm since Ole Kirk Christiansen, a master carpenter, founded the family-owned company in Billund, Denmark in 1932. However fashions change, and this was never more true than when computer software swept nearly everything before it towards the end of the last century. Brand loyalty and an inability (or refusal) to adapt sufficiently was not enough to protect it from the combined onslaught of video games, MP3 players and other hi-tech delights, or a harsh business climate in a cut-throat market where competition was intense and famous names were rapidly going to the wall. In 2003, three years after two different surveys had called the LEGO brick ‘the toy of the century’, the Group announced the biggest loss in its history and it appeared to be doomed.