TITLE

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

AUTHOR(S)
Shields, Ronan
PUB. DATE
May 2013
SOURCE
Marketing Week (Online Edition);5/13/2013, p6
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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of its then plan to restrict production and distribution of the Ninjago range since its release in 2011, where it was revoked due to sales growth.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.
ACCESSION #
87629560

 

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