title: [Book Sharing] LEGO - Small Bricks, Big Empire: Secrets to Building a Wealth Empire with Toys
published: false
date: 2024-02-05 00:00:00 UTC
tags:
canonical_url: https://www.evanlin.com/reading-lego/
---
[](https://moo.im/a/569moO "LEGO")
LEGO - Small Bricks, Big Empire: Secrets to Building a Wealth Empire with Toys
レゴ 競争にも模倣にも負けない世界一ブランドの育て方
Author: Satoshi Ebitani
Translator: Hsueh-Ya Lien, You-Wen Chen, Wen-Shu Su
Publisher: Da-kuai Culture
Published Date: 2022/05/28
Language: Traditional Chinese
#### Purchase Recommendation Website:
- Readmoo: [Purchase Link](https://moo.im/a/569moO)
# Preface:
This is the first book I finished reading in 2024. I've been aware of this book for quite some time. But because it's a really thick book, I hesitated to start reading it. I started to enjoy reading thicker books at the end of last year, which resulted in zero books read at the end of the year. Finishing this book, I actually felt like I wanted more, there are really many small stories. Whether you are the owner of a startup or a manager of a mature company, there are many periods in this book that you will empathize with.
# Content Summary:
You must have played with LEGO, but you might not know:
Nintendo, TOYOTA, Google, MIT, NASA... all have unexpected connections with LEGO!
LEGO is now the largest and most profitable toy manufacturer in the world. It was once named "Toy of the Century" by Fortune magazine in the United States, and was also selected as "The World's Most Influential Brand," and has been the "World's Best Reputation Company" for many years. It still grew against the trend during the COVID-19 pandemic, with revenue hitting new highs.
Must-read for transformation and innovation!
Learn from the toy leader about the management philosophy of change and constancy in the face of new trends of the times.
Founded in Denmark in 1932, LEGO has been around for nearly 90 years. In the early days of its development, almost no one expected that its products would be as attractive to adults as they are to children. In addition to toys, it has also expanded into different business fields, including movies, games, theme parks, etc.
With such achievements today, few people know that LEGO has fallen into management crises several times: due to the end of patent protection, it has successively occurred, resulting in a sharp decline in market share; cooperation with well-known IPs such as "Star Wars" and "Harry Potter," eager to reform, but led LEGO to the brink of bankruptcy...
In these crises, how did LEGO make good use of its original creativity, improve product value through product development, brand cultivation, cultivate a large fan base, and conduct cross-industry cooperation, break through management difficulties, and create high revenue?
Create a competitive advantage, "piece" out good results
Learn from LEGO the core key to sustainable brand management
Brand management is always in progress! This book reveals the success rules of LEGO, which surpasses GAFA (GOOGLE, AMAZON, FACEBOOK, APPLE), and teaches you to master the four key points that even Google and TOYOTA are influenced by and continue to create brand value—
【Key 1】Understand your own strengths
【Key 2】Create a system that can continuously achieve good results
【Key 3】Manage the community and strengthen connections
【Key 4】Clear corporate existence meaning
LEGO's annual financial report shows that in 2017, it faced the rare situation of both operating profit and revenue declining.
# Thoughts:
Before reading this book, I might not have been very clear that LEGO is actually a company that is more than ninety years old. Its high unit price makes me unaware that its patents had actually expired in the late 1980s. All the "LEGO-like" building blocks you see now are actually legal.
So, how exactly did LEGO go through:
- The expiration of patents in the late 1980s, and the market competition began to intensify.
- After 2000, the rise of video game consoles made children gradually lose interest in LEGO.
- The management crisis in early 2017, after thirteen consecutive years of profit, suddenly encountered a double decline in revenue and profit in this year.
- After 2020, all the public's enthusiasm for short videos. Making it more difficult to focus attention on building blocks.
How exactly did they focus and transform? Of course, LEGO didn't do nothing wrong, they also had excessive inventory and sluggish sales because they made many unique LEGO bricks. Almost brought the entire company to the brink of bankruptcy.
However, returning to the user's creativity, they made them think more seriously about what people who play LEGO really want?
- More exclusive new LEGO brick pieces?
- More collaboration models from movie series?
Later, they also seriously returned the bricks to the most basic way, and instead, they established a special brand with the players - "[Ideas Series](https://www.lego.com/zh-tw/themes/ideas/about)"
This series turned players into creators, and also made "players become a community" with more and more players joining the discussion, collecting, and submitting. Grow with the company. It also led to the recovery of the company's revenue. Coupled with the [Mario creation series](https://www.lego.com/en-us/product/adventures-with-mario-starter-course-71360) after 2020, it brought LEGO's creation to a new height, and made more people willing to join.
Finally, the arrangement of this entire book is not arranged according to the time. Instead, it narrates the story of LEGO through many individual interviews, which will seem a little messy when viewing. But many of the key points are still completely described, a great company after going through many different attempts. The most important thing is to return to the original intention and let users find their true value.
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