Brick by Brick

By David Robertson, Bill Breen

How LEGO Rewrote the Rules of Innovation and Conquered the Global Toy Industry.

Brick by Brick takes you inside the LEGO you've never seen. By following the teams that are inventing some of the world's best-loved toys, it spotlights the company's disciplined approach to harnessing creativity and recounts one of the most remarkable business transformations in recent memory.

Faced with the growing rage for electronic toys, few barriers to entry, and ultra-demanding consumers (ten-year old boys), the LEGO management team had to reinvent the innovation rule book and transform LEGO into one of the world's most profitable, fastest-growing companies.
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