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Adweek Analyzes LEGO's Rise to the Top


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6 replies to this topic

#1 Offline Hapori Tohu

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Posted Apr 17 2013 - 08:37 AM

Being the biggest toy company in the world can get you some attention in the business world, particularly when just before the turn of the millennium you were staring down bankruptcy like a... anything cornered by kinloka. In this particular instance, Adweek examines how LEGO's licensing deals and fierce defense of their brand has made them statistically what we always knew was true: that LEGO is the best toy company in the world. You can read the article here.View the full article
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#2 Offline fishers64

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Posted Apr 17 2013 - 06:07 PM

I found the commentary that "Lego is not an entertainment company." amusing. As if building things isn't entertainment. Also, if Ninjago trips over that rule, then Bionicle smashed it to pieces and ran over it like no other. 


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#3 Online Aanchir

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Posted Apr 18 2013 - 07:42 AM

I found the commentary that "Lego is not an entertainment company." amusing. As if building things isn't entertainment. Also, if Ninjago trips over that rule, then Bionicle smashed it to pieces and ran over it like no other.

Well, I think the point they're trying to make is that they're in the business of toymaking, not storytelling. The only stories they tell are the ones that promote their toys, and they're not on any sort of mission to acquire their own TV network like Hasbro has done. Toys come first, entertainment media comes second.With that said, it is kind of a funny way of phrasing it, since building IS a sort of entertainment itself, at least as much as other interactive, hands-on entertainment like video games and board games.

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#4 Offline LewaLew

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Posted Apr 18 2013 - 10:14 AM

Business has their own specific definition of entertainment, even though the dictionary definition is anything that entertains.


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#5 Offline ~garnira returns~

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Posted Apr 18 2013 - 01:47 PM

Is it me, or is it becoming hard to be shocked by lego's praises? They seem to be earning awards almost weekly!


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#6 Offline Makuta Almanax

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Posted Apr 18 2013 - 02:03 PM

well at least it elevates them higher and higher above the clone brands you see everywhere...even if sometimes their practices can be questionable.


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#7 Offline fishers64

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Posted Apr 18 2013 - 07:01 PM

well at least it elevates them higher and higher above the clone brands you see everywhere...even if sometimes their practices can be questionable.

 

Which practices? The clone brands or TLG?


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