2023-12-06 13:31:30
By Julien Da Sois
Published 1 hour ago, Updated 1 hour ago
At the beginning of the 2000s, the company “refocused on bricks, which remain its DNA, and around this brick it created an entire ecosystem,” observes Philippe Gueydon, general director of King Cadeau. Lego; Emma Segall/ Le Figaro
INVESTIGATION – Successful licenses, video games, exhibitions… Today, “Lego is really everywhere,” notes an expert in the sector. After a serious crisis, the Danish group has managed to rise to world number one since 2020.
At over 90 years old, Lego is still in great shape. The undisputed world leader in the toy market, the Danish firm, founded in 1932 by carpenter Ole Kirk Christiansen, is once once more shaping up to be a key player at Christmas this year. Beyond the famous bricks, it has diversified widely over the last two decades, venturing into video games, films, TV shows. New proof of its weight, Lego is coming to the flagship video game Fortnite from this Thursday, with its own adventure and special outfits. The company has even made a place for itself in the art world, with the exhibition of Lego constructions “The art of the brick», returning to Paris on December 15.
«Lego is really everywhere», says Frédérique Tutt, expert in the global toy industry at Circana. But with the care of not spreading yourself too thin. It must be said that the Danish company – whose name is a contraction of the Danish “play well» («Hope you get well“) – learned from his mistakes. In the late 1990s, “Lego had dispersed», recalls the analyst, investing in all directions (amusement parks, cartoons, video games, clothing, etc.), but without the benefits being there. Bankruptcy then threatens. This is when Lego makes a strategic turning point. “They refocused…
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