TeasasTips

In 2001 Lego wanted to win over a new set of customers. They wanted to be relevant again during a time when kids were preoccupied with electronic video games. Children were no longer thinking about the “joy of building, pride of creation,” (Davis, Forbes.) Instead they had turned their backs on using their imagination only to be enticed by colorful graphics and loud interactivity on the most popular video games. Lego wanted to be relevant again, so they created a line of oversized minifigures which didn’t require any building, more like having a Barbie doll or a G.I. Joe action figure. The only problem with this idea is that the minifigures did not have a back-story, they didn’t have a history. Something video games provided to its players. Newer video games were like mini movies and interactive, they had a story line and children couldn’t wait to get to them! Needless to say, the minifigure project was not profitable, and Lego core fans were turned off. Core fans wanted Lego to...