Sep 8th, 2009

…Five years after a near-death experience, Lego has emerged as an unlikely winner in an industry threatened by the likes of video games, iPods, the Internet and other digital diversions.

Even as other toymakers struggle, this Danish maker of toy bricks is enjoying double-digit sales gains and swelling earnings. In recent years, Lego has increasingly focused on toys that many parents wouldn’t recognize from their own childhood. Hollywood themes are commanding more shelf space, a far cry from the idealistic, purely imagination-oriented play that drove Lego for years and was as much a religion as a business strategy in Billund.

Growing up, Legos were the toy of choice for my brother and I. The adult in me feels a bit nauseous at the idea of Lego selling out to Hollywood. But to the child in me, pairing Indiana Jones and Star Wars together with Legos is a match made in heaven.

via WordPress at 11:51 AM