The Within Story Of How A ‘band Of Misfits’ Saved Lego

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“I walked into Target lately and noticed three generations of males, all of them standing in the Lego aisle looking at vastly totally different Lego building merchandise,” McKee says. To assuage such fears, Lego invited Hitchcock and two other conference organizers to Billund to meet with firm leaders, who in turn began attending main fan conventions—often with massive quantities of Legos in tow. The one upside of the company’s identification disaster was that executives lastly started listening to AFOLs and their allies inside the corporate.