How Lego expanded into a media empire

LEGO's Transmedia Empire: From Bricks to Global Brand Dominance

This collection reveals LEGO's remarkable transformation from a near-bankrupt toy company in 2003 to the world's most powerful brand through strategic transmedia storytelling and digital innovation. We start back at LEGO's founding with wooden toys (1932) to plastic bricks (1958) eventually to a comprehensive entertainment ecosystem spanning movies, video games, TV shows, theme parks, and digital platforms.

The key to LEGO's success is its transmedia strategy: creating interconnected stories and experiences across multiple platforms while maintaining brand consistency. The company leveraged strategic partnerships with major franchises (Star Wars, Marvel, Harry Potter) to expand reach, while developing original IP like Bionicle and Ninjago. LEGO's marketing genius lies in selling experiences and creativity rather than just products, exemplified by The LEGO Movie's meta-narrative that celebrates imagination and building.

The turnaround under CEO Jørgen Vig Knudstorp focused on returning to core values while embracing digital integration through platforms like LEGO Ideas, educational partnerships, and community engagement with Adult Fans of LEGO (AFOLs). This approach created a self-reinforcing ecosystem where physical play, digital experiences, and storytelling amplify each other, making LEGO relevant across generations and cultures.