How Lego Saved Itself by Selling Less

In 2003, Lego was bleeding cash and facing existential crisis. Instead of chasing growth, the Danish toy giant cut its product lines by half, laid off staff, and returned to its core promise: quality over quantity. This episode explores how that radical decision to prioritize fewer, better bricks rebuilt their brand equity and led to a decade-long period of unprecedented profitability. We look at the specific metrics behind the turnaround, the role of Jørgen Vig Knudstorp, and why anti-growth strategies can be the most powerful marketing move a company makes today.

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