This Case is about CHANGE MANAGEMENT
PUBLICATION DATE: August 01, 2012 PRODUCT #: KEL736-PDF-ENG
In December 2011 the Lego Group (TLG) declared the commencement of Lego Friends, the organization’s sixth effort to promote a product to girls. Lego Friends, which was reinforced by a $40 million world-wide marketing campaign, was designed to introduce the fun of building with Lego bricks to girls, who represented less than 10 percent of the audience of Lego. Â The organization ‘s badly executed move and brand extensions from freeform building sets to narrative-driven kits had almost cost it its freedom in 2004, or so the start of Lego Friends was significant. Yet, within hours of the look of the product’s it was greatly criticized for damaging the precious Lego brand and reinforcing gender stereotypes. Joergen Vig Knudstorp, CEO since 2004, ushered in an age of sales and had saved TLG increase using a number of tactical initiatives that were successful. Would Lego Friends be another add-on to the graveyard of failed products for girls of TLG, or would it prove popular and ultimately empower the organization to double its sales and profits by reaching this section?
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