Subject:
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Re: Lego in Fastcompany magazine
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Newsgroups:
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lugnet.general
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Date:
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Sat, 18 Aug 2001 20:44:25 GMT
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Viewed:
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1377 times
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In lugnet.general, Bryan Kinkel writes:
> The September 2001 issue of FastCompany magazine has a good article about
> Lego and the marketing challenges faced by them. The cover of the magazine
> reads "Lego's Strategic Stumbles."
> ...
> http://www.fastcompany.com/online/50/lego.html
Thanks for this link. I loved reading it.
My favorite part was the connection between the success of Star Wars and the
development of Bionicle:
[ begin quote ]
In the end, says Eio, the only reason the Lego Star Wars products were produced
was that the owner, Kjeld, decided they would be. The Star Wars products were "a
blockbuster, worldwide," says Eio. "It was the biggest product launch in
history." The lesson went beyond the value of licensing. What kids were buying
was something that Lego had never offered: a story. Says Eio: "It led us to say,
Storytelling is important."
Star Wars has paved the way for a product that in some ways is the least Lego
like ever -- something that even Kjeld Kirk Kristiansen says has a "different"
look. "Parents may not identify it immediately as Lego," he says. "But kids
will."
[ end quote ]
Kevin
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Message is in Reply To:
 | | Lego in Fastcompany magazine
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| The September 2001 issue of FastCompany magazine has a good article about Lego and the marketing challenges faced by them. The cover of the magazine reads "Lego's Strategic Stumbles." While most of us are aware of the issues facing Lego, it is a (...) (23 years ago, 17-Aug-01, to lugnet.general)
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