Building a Brand Brick by Brick

Over a century has passed since Christiansen opened his first shop. In this expansive timeline, LEGO has witnessed both ascensions and downfalls. One of these downturns was met with what became one of the most illustrious corporate comebacks in history, transforming LEGO into a case study on how to successfully revitalizing a mature brand and elevating it to industry colossus status.

INSIGHTS:

Growth in set released stabilized from the beginning of the 21st century, A time period that contained both; The declined years of the company until its almost bankruptcy in 2004 and the rebuild era that follows. It appears LEGO find a path of sustainable growth

Also, The percentage of growth tends to approach zero when either the average price of sets or the number of pieces is high.

The primary distinction between the clusters lies in time. The leftmost orange cluster encompasses data from the 90s, the middle one spans the early 2000s, and the far-right cluster exclusively contains data from 2010 onwards. It is plausible that the increase in average prices is attributable to inflation

With the exception of some outliers most of the themes don’t surpass the one thousand sets and one hundred thousand pieces.

The number of pieces per product and the sets released per year remain nearly identical until the late '90s, indicative of LEGO's transition toward creating more intricate toys.