Chapter 2 Simplify to GrowInitial Pilot to Test and Learn
In 2017, the LEGO Group ® reported its first drop in sales and profits in more than a decade. This was the point of time when the company had to radically rethink its brand growth strategy to compete with challengers in, for example, digital product offerings that were redefining the toy marketplace. The problem for the LEGO Group was weaker demand in established markets, such as the US and parts of Europe, where the saturation point for its products had been reached.
In the five years leading up to this point, the LEGO Group had invested in massive growth. Both the workforce and the number of product lines offered had grown tremendously, and this had left ...
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