Business Case Studies & Business Publications

LEGO Bricks: Fit for the Big Screen?

Chen, Ming-Jer, Cr...

Case

LEGO Bricks: Fit for the Big Screen?

Chen, Ming-Jer; Craddock, Jenny

S-0296 | Published June 15, 2017 | 8 pages Case

Collection: Darden School of Business

Product Details

For years Danish toymaker LEGO had turned down multiple attempts from directors and producers to make a LEGO movie. Now the CEO of the Danish toymaker has gotten a movie pitch from Warner Brothers. The entire LEGO brand is at risk if the movie is poorly executed or received. The CEO wonders if attempting to compete with Disney and Pixar in developing a successful children’s movie was another case of over-diversification.