LEGO A/S IN THE PINK
Lego A/S overcame the recent doldrums in the toy market as well as new competition in the building-block segment to continue its market success, increasing revenues and achieving a close tie for the No. 2 slot in the global toy business.
“The Danish toy maker enjoyed sustained success for its popular Lego City and Lego Star Wars sets. Its new Lego Friends theme targeting girls sold twice as well as initial expectations and helped triple sales to girls.”
Questions
Can you think of other companies that have used new colors to extend or grow the market for their products?
Source “Lego Shrugs Off Toy-Market Blues,” The Well Street Journal, February 21, 2013.
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Loose-leaf for Operations Management (The Mcgraw-hill Series in Operations and Decision Sciences)
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