#lego

Lego CEO Jørgen Vig Knudstorp, speaking with Jens Hansegard:

Hansegard: You’ve done a few, small designer collector sets with Minecraft, a popular block-building videogame. Now, we’ve been told that something bigger is coming up. Is this true?

Knudstorp: Minecraft is a very fascinating game because it offers a great construction-like experience. We’re very happy to work with the company. Making Lego Minecraft products was one of the biggest wished-for items and they have done very, very well in the market. That’s why we are expanding our offering. That’s all I can reveal right now. We think it’s a very exciting opportunity for us.

I’ll say. That’s going to be massive.

"Back to the Brick"

"The company almost collapsed … having drifted for years, diversifying into too many areas, producing too many products…"

A newly appointed leader comes in an “decreed that the company must go ‘back to the brick’: focusing on its core products, forgetting about brand-stretching…”

He also imposed “stricter management controls, for example reducing the number of different” products…

"But at the same time it must resist the sort of undisciplined innovation that almost ruined it."

"Can the company continue its winning streak? Its growth is slowing: its net profits grew by 9% in 2013 compared with 35% in 2012, and its revenues rose by 10% compared with 23% in 2012"

"When the company is getting bigger and the market isn’t growing, it’s a pure mathematical consequence that growth rates will have to reach a more sustainable level."

"…Relatively late in making its China play—jumping in when some other western firms are jumping out with nothing but regrets to show for it."

If I made you guess which company the quotes above are about, I assume you’d pick Apple. And understandably so. But you’d be wrong.

It’s actually Lego.

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