Lego’s agile retail store development

Toymaker Lego has successfully diversified its media channels to embrace theme parks and movies but physical stores remain a vital part of the brand experience.

Lego is a brilliant invention, one that continues to be popular with kids (and adults) even in the age of digital devices, Netflix, and Snapchat. One of the more recent innovations for the Danish toymaker is operating its own shops, which are now a key channel for the brand, according to Martin Urrutia, Head of Retail Innovation, and Cindy Chu, Global Shopper Insight Manager, both speaking at the Omnishopper International conference (Barcelona, November 2017).

The company's incredible story – having quintupled sales since 2004, according to the FT – has meant some recent shocks to the system, with...

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