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May the 4th Be With You

Saturday 4 May 2024

Case Study - Lego... from the brink of bankruptcy to the world's largest toy maker

Back in 1999, Lego was on the brink of bankruptcy due to low sales and poor cost control. Then, in a galaxy not too far, far away, the Danish privately held company joined forces with George Lucas and the Star Wars franchise to produce licensed Star Wars Lego sets in one of the world’s most successful strategic partnerships in corporate history.

Twenty-five years later, Lego is the world’s top toy brand by brand value (see table below). Read more about this story from the official Lego website here.

World's top toy makers, by brand value (2024):

Source: Brand Directory

Happy May 4th to all you Star Wars and Lego fans out there!

#StarWarsDay #May-the-4th-Be-With-You #Creativity #Change

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