Research on Lego Multi-channel Development: Success and Improvement
These authors contributed equally
- 10.2991/assehr.k.211209.345How to use a DOI?
- Legoland; Lego movie; Lego games; Brand alliance strategy
Nowadays, many people think that our world is surrounded by entertainment step by step, especially for children. When customers go to the supermarket, Lego is one of the most popular toys. Therefore, detailed research was conducted about Lego’s business model analysis. As a large toy company controlling nearly 80% of the market share of building toys in 1992, Lego has achieved increasing the sales of toys through the brand alliance strategy with many popular companies. Lego has used this strategy in movies, including The Lego Batman movie. These films achieve the goal of a joint strategy from each of the three strategies, but in fact, some problems may lead to results. Throughout its history, Lego has gone through many twists and turns. One of the most influential was negative cash flow in 2003, but the new CEO saved the day. Legoland now has a variety of branches that can cater to children’s diverse interests. However, with the continuous development of electronic product technology, some entertainment methods are demonstrated by video games. Lego has won the classic sense of crisis, and the Lego series of video games with Lego bricks as the protagonist. Lego continues to update video games to attract new consumers and stimulate consumer interest in the product. Lego video games have promoted the sales of Lego products. Moreover, Lego followed the business development blindly, which is a fatal drawback. Finally, Lego had one foot in bankruptcy due to the over-spending and less revenue.
- © 2021 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
TY - CONF AU - Yushan Cong AU - Chuanze Liu AU - Jinjin Qian PY - 2021 DA - 2021/12/15 TI - Research on Lego Multi-channel Development: Success and Improvement BT - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021) PB - Atlantis Press SP - 2104 EP - 2109 SN - 2352-5428 UR - https://doi.org/10.2991/assehr.k.211209.345 DO - 10.2991/assehr.k.211209.345 ID - Cong2021 ER -