Skip to main content

Please enter a keyword and click the arrow to search the site

Lego (A)


Strategy and Entrepreneurship

Authors / Editors

Birkinshaw L;Birkinshaw J

Publication Year



This case describes the situation facing Kjeld Kirk Kristiansen, CEO of LEGO, in early 1996. It looks at LEGO's product diversification strategy and the changes going on in the marketplace for children's toys. In particular, it highlights the threat LEGO faces from new competitors such as Nintendo and Sony.

Topic List

Strategy, Diversification, Core Competence


Consumer Products

Publication Event Date


LBS Case Number




Publication Organisation Size


Project Funder


Available on ECCH


Select up to 4 programmes to compare

Select one more to compare
subscribe_image_desktop 5949B9BFE33243D782D1C7A17E3345D0

Sign up to receive our latest news and business thinking direct to your inbox


Sign up to receive our latest course information and business thinking

Leave your details above if you would like to receive emails containing the latest thought leadership, invitations to events and news about courses that could enhance your career. If you would prefer not to receive our emails, you can still access the case study by clicking the button below. You can opt-out of receiving our emails at any time by visiting: or by unsubscribing through the link provided in our emails. View our Privacy Policy for more information on your rights.