Citation
How Lego Became the Apple of Toys
TL;DR
Lego surpassed Mattel as largest toy company 2014
Follow-up analysis of Lego's regeneration showing sustained success through 2014 market leadership. Documents the continuation of core focus strategy while enabling strategic extensions (Lego Movie, Architecture, Ideas).
Demonstrates post-regeneration discipline: Lego maintained focus on bricks while carefully expanding through partnerships (Warner Bros for films) rather than building non-core capabilities internally.
Key Findings from Greene (2014)
- Lego surpassed Mattel as largest toy company 2014
- Lego Movie (2014) grossed $469M, drove 20% toy sales increase
- Video games profitable through partnership model (vs failed internal development)
- Maintained 30%+ profit margins through focus