Profile Lego: Old kid on the block

Ten years and a smash-hit movie later, the experts have been proved wrong



Appearance: still largely rectangular, with bumps

Newsworthiness: the world’s largest toy maker had its best year ever in 2015, with sales jumping by 25 per cent

Google founder Larry Page is one of its biggest fans, and its reinvention is the subject of a Harvard Business School case study. But just over a decade ago, Danish plastic brick-maker Lego looked to have exhausted its appeal to the latest generation of the ...