Brick by Brick: How Lego Rewrote the Rules of Innovation and Conquered the Global Toy Industry

Wednesday 3 July 2013, 6.30-8.00pm
Hong Kong Theatre, Clement House

Speaker: Professor David Robertson

Chair: Professor Luis Garicano


Lego has to be one of the most beloved toys of all time, familiar to billions of children, accidentally sucked up by millions of  vacuum cleaners.  It’s also an extraordinary business story: a small Danish family-run company hits the big time in the 1950s, dominates the market for the next four decades, comes perilously close to collapse in the early 2000s, and then stages an extraordinary comeback.

Brick by Brick not only gives an inside account of these twists and turns of fortune, but also explains precisely why the company so nearly crashed and how it was able to recover. As such, it will appeal not only to Lego aficionados but, more importantly, to anyone in business  who faces the twin challenges of a rapidly changing market and swiftly evolving technology.

Through the author’s unfettered access to every part of the LEGO Group, Brick by Brick will detail the unique innovation guidance system that allows managers to channel the company’s creative endeavours.



Brick by Brick