Subject:
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Re: LEGO Momentum 'Builds' as Holidays Approach
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Newsgroups:
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lugnet.general
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Date:
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Sat, 23 Nov 2002 14:38:38 GMT
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Viewed:
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871 times
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> After all, a company like LEGO that has a rich history and strong brand
> identity _should_ be licensing its products out to other companies, not the
> other way around. I spoke of this previously in this posting:
>
> http://news.lugnet.com/general/?n=37345
>
> This is the way that smart companies make money. Just ask George Lucas or
> J.K. Rowling.
Greater fleas have lesser fleas upon their backs to bite them
And lesser fleas have smaller fleas and so ad infinitum.
It comes down to this: X licenses from Y if Y has a stronger brand than X and X
would like a slice of Y's action. It is all a question of who needs who.
Does Nike need Lego, or does Lego need Nike? It sounds like Nike are trying to
get kids into the Nike brand, suggesting that Nike believe Lego is the stronger
brand (in that demographic). Whereas I am not convinced that adding a Nike
whoosh logo to a minifig's feet is likely to generate a lot of extra Lego
sales, or would Lego put out a giant Nike shoe sculpture?
Kerry
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Message is in Reply To:
 | | Re: LEGO Momentum 'Builds' as Holidays Approach
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| (...) <SNIPPED> (...) <MORE SNIPPING> (...) <HERE'S THE MEAT> (...) Depending on how this deal has been struck, this could be some of the best business/financial news to come out of the LEGO company in years. If it is Nike that is making shoes based (...) (22 years ago, 23-Nov-02, to lugnet.general)
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