---
product_id: 1704983
title: "Brick by Brick: How LEGO Rewrote the Rules of Innovation and Conquered the Global Toy Industry"
brand: "david robertsonbill breen"
price: "R410"
currency: ZAR
in_stock: true
reviews_count: 5
url: https://www.desertcart.co.za/products/1704983-brick-by-brick-how-lego-rewrote-the-rules-of-innovation
store_origin: ZA
region: South Africa
---

# Brick by Brick: How LEGO Rewrote the Rules of Innovation and Conquered the Global Toy Industry

**Brand:** david robertsonbill breen
**Price:** R410
**Availability:** ✅ In Stock

## Quick Answers

- **What is this?** Brick by Brick: How LEGO Rewrote the Rules of Innovation and Conquered the Global Toy Industry by david robertsonbill breen
- **How much does it cost?** R410 with free shipping
- **Is it available?** Yes, in stock and ready to ship
- **Where can I buy it?** [www.desertcart.co.za](https://www.desertcart.co.za/products/1704983-brick-by-brick-how-lego-rewrote-the-rules-of-innovation)

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## Description

Brick by Brick: How LEGO Rewrote the Rules of Innovation and Conquered the Global Toy Industry

## Images

![Brick by Brick: How LEGO Rewrote the Rules of Innovation and Conquered the Global Toy Industry - Image 1](https://m.media-amazon.com/images/I/71SK+qyP5IL._AC_UL320_.jpg)
![Brick by Brick: How LEGO Rewrote the Rules of Innovation and Conquered the Global Toy Industry - Image 2](https://m.media-amazon.com/images/I/71SK+qyP5IL._AC_UL480_FMwebp_QL65_.jpg)
![Brick by Brick: How LEGO Rewrote the Rules of Innovation and Conquered the Global Toy Industry - Image 3](https://m.media-amazon.com/images/I/71SK+qyP5IL._AC_UL640_FMwebp_QL65_.jpg)
![Brick by Brick: How LEGO Rewrote the Rules of Innovation and Conquered the Global Toy Industry - Image 4](https://m.media-amazon.com/images/I/71SK+qyP5IL._AC_UL800_FMwebp_QL65_.jpg)
![Brick by Brick: How LEGO Rewrote the Rules of Innovation and Conquered the Global Toy Industry - Image 5](https://m.media-amazon.com/images/I/71SK+qyP5IL._AC_UL960_FMwebp_QL65_.jpg)

## Customer Reviews

### ⭐⭐⭐⭐⭐ Very Insightful Account on Highly Admirable Company
*by R***G on July 11, 2013*

Some 4 years ago, while cleaning our children's rooms, my wife dropped a Lego train, and the rarest thing to the utterly robust Lego happened: a little component broke off the train. It turned out to be a critical little part, making the whole train unusable. Having to explain to a 4 year old that his train was broken is nothing to look forward to as a parent, yet buying a whole new train set is unreasonably expensive as well. Our local toy store could not help out, but were kind enough to give us a Lego customer care number to call. Unassumingly we called them, having no expectations really. After all, who were we kidding, 1 component out of the zillion components Lego produces. And after all, we were just one of their millions of customers; why would they care...? We explained them what happened, explained the piece and the train model, they jotted down our name and address, and that was the last we expected to hear from it.Three weeks later a little envelope arrived. Adressed to my son (4 year olds love getting letters). It was a personalized letter from Lego to him, explaining how sad he must have felt when his mother had dropped the train. Therefore, Lego was glad to provide him with 3 new parts, no costs. And a free membership to the periodic Lego magazine.My jaws dropped. Not only did Lego totally outperform our expectations, they seemed to defy all logic. In the age of call centers and their associated customer carelessness, automation, mass production, depersonalization and standardization, they managed to do the exact opposite. It made my son and me life time fans of the company.This book is about how Lego manages to be so exceptional. Not by some wild eccentric leadership fad, but by a disciplined approach in their ways of working. Focused especially on Lego's innovation culture that developed after their near-death at the start of the century, the account stands for much more than innovation. It stands for a company with a soul and a deep-rooted belief that it wants to support children in their desire to explore, build and create. Written in a very pleasant style, it provides an in-depth account on Lego, based on a 5 year extensive study by the author David Robertson. It's highly inspirational, excellently documented and very convincing, and now gets me to understand the question how they managed to do that, which puzzled me since the day we received the spare parts for my son's broken train.

### ⭐⭐⭐⭐ Understanding a Great Company
*by A***S on August 2, 2014*

This book is about Legos. It shares the peaks and valleys history of the company from the beginning to now. The focus is on the businessprocesses of how the company lost its financial way and the painful steps necessary to recreate itself. I was fascinated to learn how theybegan to use feedback of adult and children users of legos as necessary in the development of products. Some of these adults and childrenwere hired. I think adults who have used Legos would be interested in the book. I think the book could be very valuable to companies whowant to restructure their companies. At the end of the book there are business websites where information is offered for businesses. Theyalso list websites where you can play with others.

### ⭐⭐⭐⭐⭐ LEGO itself is a great study of building innovation, a corporate manifestation of its own brick play system.
*by T***C on November 27, 2013*

I sponged this book up in a couple days, having looked a year ago for a good overview of the company and finding none. I was pleasantly surprised to see Brick By Brick available this year, and more so when I confronted the well-researched, well-articulated lessons Robertson seeks to tease out by focusing on the topic of innovation management throughout.In places I feel redundancy sets in and the book could have been 15% shorter (though, as Robertson drives home in the LEGO Universe retrospective section, I appreciate that Robertson probably felt he could have tinkered more but chose to ship sooner rather than later, and the book is a fine first release).I can vouch for the concepts the book champions as I have now been fortunate enough to visit Billund twice myself working with a team, who has onboarded me to the innovation process as I've sought to add value to their digital strategy.Thanks to Robertson's articulation, I was able to find LEGO parallels for many of my company's own lessons learned, from uncontrolled innovation that breeds Jack Stones, to untimed innovation that breeds too many great things to be sustainable no matter how you swing it.As one other reviewer points out, LEGO should now be compared more closely to Apple than to other toy makers. It's only fair given the global cultural impact they have and are continuing to have. As Apple is to our experience with digital interactions and content, LEGO is to our experience with physical building and cognitive development.

## Frequently Bought Together

- Brick by Brick: How LEGO Rewrote the Rules of Innovation and Conquered the Global Toy Industry
- The LEGO Story: How a Little Toy Sparked the World's Imagination

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*Product available on Desertcart South Africa*
*Store origin: ZA*
*Last updated: 2026-02-26*