LEGO: Fostering Brand Love through Customer Communities

After facing a near-collapse in 2003, the Danish toy company LEGO rejuvenated itself over the next two decades by leveraging its community of passionate fans and refocusing on its core brand identity of physical and creative play. By fostering deep customer engagement through co-creation initiatives such as the LEGO Ideas platform, LEGO turned customers into brand advocates and reignited brand love and loyalty. However, in 2024, LEGO faced the challenges of balancing tradition with innovation; sustaining its unique community strategy amid increasing competition; and broadening its appeal without alienating its core fans. The case invites students to analyze how LEGO can navigate these tensions while maintaining its position as a market leader.