Lego
Lego is a brand of interlocking plastic bricks that children have obsessed over for more than 60 years. It’s easy to see why — they take a beating like no other toy on the market, and few others can offer children the opportunity to build a car, then a skyscraper and then a dinosaur. However, in 2003, the brand experienced a precipitous 35 percent decline in U.S. sales.
Lego was purchased by the Mattel toy company one year later, and the company underwent a drastic turnaround. It eventually returned to profitability, and it has had successful licensing deals with toys and video games based on the “Star Wars” and “Toy Story” franchises. In 2012, it introduced the Lego Super Heroes and Lego “Lord of the Rings” lines.
Lego was purchased by the Mattel toy company one year later, and the company underwent a drastic turnaround. It eventually returned to profitability, and it has had successful licensing deals with toys and video games based on the “Star Wars” and “Toy Story” franchises. In 2012, it introduced the Lego Super Heroes and Lego “Lord of the Rings” lines.
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