Nokia and LEGO turn to retail

Strategic Direction

ISSN: 0258-0543

Publication date: 20 September 2011



The purpose of this paper is to review the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.


This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.


When LEGO, one of the world's largest toy manufacturers, decided it needed an outlet where it could show the whole brand experience and use it as a marketing platform, it launched its own brand stores. The company wanted to control its own destiny because the growing consolidation in retail in some markets (especially in the US) and resulting disappearance of small toy stores was putting pressure on the brand. Since giant retailers are increasingly in control of the selling situation and the way the brand is presented, LEGO wanted to gain direct relationships with the people using the company's products to learn more about them, their wants and needs.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.


The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.



(2011), "Nokia and LEGO turn to retail", Strategic Direction, Vol. 27 No. 10, pp. 30-32.

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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