How Lego rethought innovation to conquer the toy industry

This report from South by SouthWest Interactive summarises an address by Professor David Robertson on the revival of the children's toy brand, Lego.

How Lego rethought innovation to conquer the toy industry

Hamish McKenzie

Professor David Robertson claims that Lego’s reinvention is a “great untold story” of the business world. Specifically, he believes the manner in which the toy brand saved itself from the brink of collapse with smart innovation management holds lessons for brands all over the world.

Professor Robertson, formerly the Lego Professor of Innovation and Technology Management at Switzerland’s Institute for Management Development, was speaking at South by SouthWest (SXSW) Interactive in Austin, Texas.

Robertson, who is now a professor at the Wharton School at the University of...

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