...but have to sell their soul to the majors and hollywood. a bit at least



beautiful article on the NYT about this danish company that had to re-invent itself in the contemporary market.

"While that may be true of Lego’s toys, until recently it was hardly the case for Lego’s bottom line. But five years after a near-death experience, Lego has emerged as an unlikely winner in an industry threatened by the likes of video games, iPods, the Internet and other digital diversions.

Even as other toymakers struggle, this Danish maker of toy bricks is enjoying double-digit sales gains and swelling earnings. In recent years, Lego has increasingly focused on toys that many parents wouldn’t recognize from their own childhood. Hollywood themes are commanding more shelf space, a far cry from the idealistic, purely imagination-oriented play that drove Lego for years and was as much a religion as a business strategy in Billund."

NYT: http://www.nytimes.com/2009/09/06/business...

they made my winter days during childhood and gave substance to the ghosts of my imagination.
feels good to know they're still there.

ciao DUers.