From brick to brick: How LEGO (re) became a toy giant

The new project initiated by Muttpop on the platform of crowfunding Ulule.com is interesting in more than one way: The publisher, in two books, became the best friend of the French-speaking LEGO fan (with LEGO Culture et Legoramart) tackles the book this time Brick by Brick written by David C. Roberstson, currently professor at the Wharton School from Philadelphia (USA) and former professor atInstitute for Management Development (IMD) from Lausanne (Switzerland).

First of all, a French translation of this work is welcome, even if the bravest will have managed to read the English version and to grasp almost all the subtleties (I made the effort). Then, although it is here more of a marketing and management manual than an exhaustive and objective history of the evolution of the LEGO company, this work must end up in the hands of any self-respecting AFOL. so that we can finally stop reading everywhere the usual untruths and urban legends that circulate around LEGO, its success, its past difficulties, its rescue, etc ... It will also be of interest to all business leaders or students in marketing and management who will find some indications on the "recipes" of the success of LEGO which can obviously be applied in other sectors.

The author, David C. Roberstson, had privileged access to all those who made LEGO the company it is today and he deciphers in this book the different techniques implemented to avoid the announced sinking and the strategic choices that were made in 2003/2004 to save the LEGO soldier. The result is a very interesting dive into the universe of a family structure that has avoided the worst in order to rebound intelligently and (re) build the empire we know. With the passing, layoffs by the shovel, plant closures, the arrival of a new team in key positions, and a refocusing of the brand's activity around its favorite product: The plastic brick.

All the details on this new project initiated by Muttpop are available on Ulule.com at this address.