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Success for Lego with its focus on a different market segment

Tom White

1st September 2012

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Back in March I drew attention to pink bricks for girls as Lego builds a new strategy. A few months later and the evidence seems to suggest that the gamble has paid off.

Here is a BBC video clip featuring the firm’s CEO. His tries to address the criticisms made of the decision to target girls more directly. He says that their approach is not stereotypical and claims that in the past the company “spent too much time listening to boys”!

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Tom White

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