Introduced themed sets in the 1970s (e.g., Space Cruiser).
Released the iconic mini-figure.
Lego as a Creative Medium
Fan Engagement:
A growing community of Adult Fans of Lego (AFOLs).
Online and convention-based communities flourished.
Fans build elaborate setups and collections.
Market:
Increase in resale market and scarcity-driven value spikes.
Some Lego sets and figures sell for significantly high prices.
Financial Challenges and Revival
Crisis and Strategy:
Faced financial decline in the 1990s.
Shifted focus back from theme parks and media to building sets.
New Approach:
Collaborated with adult fans to innovate.
Released more complex and higher-priced sets for adults.
The Adult Fan Base
Changing Perceptions:
Adult fandom once seen as a source of irritation now embraced.
Mainstreaming of 'nerdy' hobbies boosted adult interest.
Lego sets as a form of self-expression and nostalgia.
Product Strategy:
Diverse themes and complexity targeted at adults.
Licensed sets like Star Wars became crucial.
Economics of Lego
Price Structure:
Stable price-per-piece over decades.
Increased complexity and themes justified higher prices.
Market Trends:
Large increase in set releases and options.
Emphasis on creative problem-solving and innovation.
Cultural Impact
Legacy and Future:
Cross-generational appeal connects families.
Fans appreciate the nostalgia and creative opportunities.
Advocates for accessibility in pricing and diversity in representation.
Conclusion
Lego has successfully transformed into not just a toy, but a cultural and creative icon. The company has adapted by embracing its adult fan base and continually evolving its product offerings.