Lego's Ninjago brand continues due to 'super fan' engagement

Shields, Ronan
May 2013
Marketing Week (Online Edition);5/13/2013, p6
Trade Publication
The article reports that toy block maker Lego retained its Ninjago range due to rising interest from online communities and super fans. The decision was the opposite of its then plan to restrict production and distribution of the Ninjago range since its release in 2011, where it was revoked due to sales growth. Lego has engaged with its online communities through its online forums like Lego Cuuso.


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