AirTalk for August 12, 2013

How Lego went from being a cute toy to a play-time empire

David C. Robertson's book "Brick by Brick" tells the story of the iconic LEGO brand.

The iconic LEGO brick was built in 1958, and since has captivated fans everywhere becoming the world's most valuable toy company.  But just 10 years ago the company faced bankruptcy, failing in profits. It started with a Danish carpenter who created toys, and through innovation created hit toys for the next four decades. The book,  “Brick by Brick: How LEGO Rewrote the Rules of Innovation and Conquered the Global Toy Industry” delves into the key strategies of the company, its most popular inventions and what nearly ruined the company. This is an insiders story that gives a glimpse into the brand that has reinvented itself through designers, company leadership and loyal fans.

Guest:

David Robertson, professor of Innovation and Product Development at the University of Pennsylvania’s Wharton School of Business and the author of “Brick by Brick: How LEGO Rewrote the Rules of Innovation and Conquered the Global Toy Industry”


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