How Lego reinvented itself as a super-brand

There can be few brand turnarounds as mind-boggling as Lego's. Here is a Danish toy manufacturer, with its roots carved by Ole Kirk Christiansen – a small-town furniture store owner – that has spawned into the biggest brand on the planet.

Its fleet of movies, spin-offs and tie-ins propelled Lego beyond the likes of Apple, Ferrari and Sony to become the most recognisable and commercially successful brand on the planet. And Lego has managed this with effortless cool, embracing and entertaining children and adults alike. That's some story.

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Tom Dennis

Tom Dennis is a journalist, editor and content director with more than a decade’s experience working on international magazines, newspapers, and websites. While Tom is an expert on all things tech, having previously edited sister Future sites T3 and Computer Arts and picked up a PPA award for being a 'Digital Native', he still has a soft spot for the printed word. Tom has since moved into digital content marketing.