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From Fortnite to master paintings, the secrets of Lego's insolent supremacy in the toy market

2023-12-06T13:39:57.745Z

Highlights: After a serious crisis, the Danish group has managed to rise to the number one position in the world since 2020. Beyond the illustrious bricks, it has diversified widely over the past two decades, venturing into video games, films and TV shows. As further proof of its weight, Lego is coming from this Thursday in the flagship video game Fortnite, with its own adventure and special outfits. The company has even made a place for itself in the art world, with the exhibition of Lego constructions "The art of the brick"


INVESTIGATION - Successful licenses, video games, exhibitions... Today, "Lego is really everywhere," says one industry expert. After a serious crisis, the Danish group has managed to rise to the number one position in the world since 2020.


At over 90 years old, Lego is still in great shape. The undisputed world leader in the toy market, the Danish firm, founded in 1932 by carpenter Ole Kirk Christiansen, is once again shaping up to be a key player in Christmas this year. Beyond the illustrious bricks, it has diversified widely over the past two decades, venturing into video games, films and TV shows. As further proof of its weight, Lego is coming from this Thursday in the flagship video game Fortnite, with its own adventure and special outfits. The company has even made a place for itself in the art world, with the exhibition of Lego constructions "The art of the brick", back in Paris on December 15th.

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Lego is really everywhere," says Frédérique Tutt, an expert on the global toy industry at Circana. But with the concern not to spread ourselves too thinly. It must be said that the Danish company - whose name is a contraction of the Danish "play well" ("Leg godt") - has learned from its mistakes. By the end of the 1990s, "Lego had dispersed," the analyst recalls, investing in all directions (amusement parks, cartoons, video games, clothes, etc.), but without the fallout. Bankruptcy then threatened. That's when Lego made a strategic shift. "They've refocused...

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Source: lefigaro

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