How LEGO Revived Its Brand

Paal Smith-Meyer is waving a BusinessWeek article in front of me about LEGO's resurgence. "The Brick is Back," reads the headline, and Smith-Meyer, who runs LEGO's New Business Group, is reveling in the positive press, particularly happy to share the story from the magazine for which I wrote for nearly a decade. LEGO, which struggled mightily in the early to mid-2000s, leaned heavily on design to turn its financial fortunes around. In the article, LEGO's executive vice-president for markets and products, Mads Nipper, says: "With our arrogance, we thought being LEGO allowed us to do anything." Great quote, I think.

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