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How Lego Turned a Near-Bankruptcy Into a Storytelling Empire
Season 1
Episode 33
Published 3 weeks, 1 day ago
Description
In the early 2000s, Lego was hours from bankruptcy. Its return to storytelling—not just toys—created a $10 billion empire. This episode unpacks the specific narrative strategy: why Lego stopped chasing trends, returned to its core 'system of play,' and turned its own history into a marketing engine. We look at the 2003 crisis, the role of the Lego Movie, and how user-generated stories became the brand's biggest asset. Lucas and Luna discuss the concrete decisions that saved the company and what any brand can learn from rebuilding a story from the ground up.