The New Yorker published a piece on how and why The Lego Movie impacted the toy brand as a whole:
It was not inevitable, then, that “The Lego Movie” would be good for Denmark’s Lego Group. Sean McGowan, a toy-industry analyst at the firm Needham & Company, remembers talking to Lego executives in 2013, when the movie hadn’t yet come out and few employees had seen it. The company had been growing quickly for several years—much more quickly than the toy sector as a whole—but its momentum had recently slowed. Executives were hopeful about the movie’s prospects, but also anxious. Would it poke fun at the toy? Would it be any good? “They were nervously excited and a little concerned that their hopes wouldn’t be met,” McGowan says. As he remembers it, no one expected the film to alter the brand’s fortunes in any meaningful way. “Nobody at Lego, at this time last year, was thinking, ‘We’re going to turn around what has been a slower year and really reaccelerate.’ ”
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