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 Pennsylvania, told the audience that he set out to write a book about innovation management but instead found a case study in Lego that presented one of the most sophisticated systems for managing innovation in the world.