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Article: BENCHMARK - LEGO: Far from child's play.(toy industry)
- Article from:
- Marketing Week
- Article date:
- April 27, 2006
- Author:
CopyrightCOPYRIGHT 2006 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Lego has found the right building blocks for getting the business out of the red: focus on the core product, fans and online operations. By Martin Croft
Iconic toy brand Lego has poached Levi European head of digital marketing Helene Venge as it seeks to build a reputation online - an arena it considers to be of growing importance in brand building.
Lego had a rough ride in the 1990s, with ill-advised attempts to turn the colourful building-brick range into a lifestyle brand - plunging the Danish company into record losses. But its fortunes appear to have revived over the past 18 months, under a rebuilding programme launched in early 2004.
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