The LEGO Group's Alliance Ecosystem

Published 24 Jun 2021
Reference 6483
Topic Strategy
Region Global
Length 11 page(s)
Language English

Throughout the last 20 years the LEGO Group has nurtured and developed an eco-system of alliances with different partners in different industries. Ever since the late nineties digital game play has been growing exponentially, kids spend much more time on screens and the LEGO Group has to follow this trend by adapting its partnership strategy and approach. This complex set of interdependencies brings strategic and operational challenges.

Teaching objectives

The objective of the case study is to identify these challenges, reflect upon the potential implications and identify lessons learned for other industries and companies.

  • Brand strategy
  • Corporate strategy
  • Strategic alliances & partnerships
  • Eco-system thinking
  • Digital Disruption
  • Organizational design
  • Eco-system envelopment
  • Strategic maneuverability
  • Partnership value creation
  • Intangible market assets
  • Single product company
  • Strategic partnership principles
  • Blurring industry boundaries
  • From transactional to transformational
  • Toy industry
  • Q22021