Prepare to embark on an exciting journey about the magic of building – both in terms of creative design and prosperous business strategy. We're about to unravel the colorful story of LEGO, where imagination and innovation interlock seamlessly to create an empire that's been stacking up success, one brick at a time! It's a brand where business philosophy and product design are as interconnected as the bricks it's so famous for. So join Alen, Franz, and Tom as they explore how this iconic brand has masterfully constructed its path to global acclaim, including... How a pivot from wood to plastic (and from traditional toys to bricks) transformed the direction of a small Danish toy brandWhy a chance encounter on a business boat trip would lead to a critical strategic decision in Lego's historyLego's 1990s slump and how it turned things around through franchising, IP, and the mature play marketThe surprising margins Lego maintains in the declining toy marketWhether you're a lifelong LEGO enthusiast or intrigued by the story of turning creativity into commerce, this episode shows how every great idea starts with a solid foundation and a few strategic building blocks!