How LEGO Learned to Click Again

LEGO is so omnipresent in today’s culture—through its stores, its theme parks, its movies, and of course its construction kits—that it’s hard to imagine a world not strewn with billions of colorful plastic LEGO bricks. Yet less than two decades ago, in 2003, the company came close to extinction, thanks to a frenetic bout of new-product introductions that left out LEGO’s core customers: the kids and adults who just love to build stuff with bricks. In today’s episode of Soonish, hear how the family-owned company behind the LEGO “system of play” recovered from this near-death experience and reconnected with fans to become the world’s most valuable toy brand.