Building the Lego brand online
The patent on producing Lego bricks may have run out several years ago, but the company continues to be one of the most successful toy brands in the world. That’s not to say that Lego, which was established in 1932, has not had its fair share of hardships: it has survived a world war, economic depression and near bankruptcy. Then, in 2014, the company’s marketing partnership with Shell came under fire when environmental group Greenpeace used Lego to focus consumer attention on the petrochemical company’s plans to drill for oil in the Arctic. Greenpeace posted a video on YouTube that showed a Lego-created Arctic slowly being submerged in oil. The video attracted close to 7m views.