After being on the brink of bankruptcy in 2004, LEGO managed to successfully implement a digital strategy and thrive. Through movies, mobile games, and mobile applications, the company made choices that blended the physical and digital worlds, perhaps appealing more to today's digitally savvy consumer groups. But was that enough? In 2017, LEGO announced declining revenues and an 8% decrease in workforce. How can LEGO pivot, once again?
LEGO soon discovered that their incredible fan base not only contributes to their brand reputation, but could also be used in a very different way: Through crowdsourcing LEGO gets new product ideas directly from children’s (and adult’s) rooms, where millions of existing models are reassembled into new individual LEGO models every day.