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The Stubborn Kid: LEGO vs Kiddicraft

20 May 2023 ——— 1 min. read

Comparison between LEGO and Kiddicraft

The captivating story of LEGO and Kiddicraft—a battle that unfolded in the toy industry back in the 1940s—is truly one for the ages. As I dive into the twists and turns of their rivalry, I can't help but take away valuable lessons on business, product development, engineering, marketing, and innovation that have shaped my perspective on navigating professional pursuits.

Rewind to the late 1940s, and you'll find two notable companies embroiled in a high-stakes competition: LEGO, founded by Danish entrepreneur Godtfred Kirk Christiansen, and Kiddicraft, established by British inventor Hilary Harry Fisher Page. Both were eager to conquer the toy industry with their ground-breaking interlocking plastic bricks.

Kiddicraft had already made a splash with its innovative "Kiddicraft Bricks" when LEGO caught wind of their success. Quick to recognize the potential of Kiddicraft's unique interlocking mechanism, LEGO boldly decided to purchase the rights to the brick designs, integrating them into their own product lineup.

Kiddicraft product design and

This strategic decision laid the groundwork for LEGO's now-iconic "LEGO Bricks," which debuted in 1958 with a significant improvement: the addition of hollow tubes beneath the bricks. This ingenious design increased stability, setting LEGO apart in the fiercely competitive realm of toy manufacturing.

This chapter in the LEGO-Kiddicraft saga reveals the importance of recognizing potential in groundbreaking ideas and taking calculated risks, even if it means building upon the foundations of others. As I reflect on this aspect of their duel, I'm reminded to remain open-minded and receptive to fresh concepts in my own ventures.

LEGO's triumph, however, was not solely due to their engineering acumen. They also demonstrated exceptional marketing and innovation prowess. The company embarked on exciting ad campaigns that exemplified the creative possibilities offered by their bricks. Their constant drive for innovation, featuring themed sets, minifigures, and LEGO Technic, diversified their appeal and reached new audiences.

From this, I come to understand that achieving success in business often hinges on one's ability to communicate the value of a product or idea, and the relentless pursuit of constant improvement. LEGO's strategy underscores the importance of marketing and innovation in growing a successful brand.

In the end, the titanic clash between LEGO and Kiddicraft proved to be a rich learning experience for anyone keen on understanding the intricacies of rivalry, engineering, marketing, and innovation in business. LEGO's adaptive spirit and unwavering focus on catering to the evolving demands of customers led them to dominate the market.

The story of LEGO and Kiddicraft has left an indelible impression, inspiring me to adopt a sense of commitment, creativity, and openness to learning in my own professional journey. The wisdom gleaned from this tale serves as a guiding star, brightening the path of success for any venture I may embark upon.