More on Lego gender battle

shopping

BBC chimes in on the Lego gender battle, which we discussed here and here.

CHOICE QUOTE:

David Robertson, a former Lego professor of innovation at Switzerland’s Institute for Management Development, says such criticisms are unfair. “If Lego was still marketing sets the way it used to, it’d be out of business.”

In his book Brick by Brick, he details the company’s fear in the late 90s that Lego would soon be obsolete. The patents were out of date and a new approach was needed. Instead, the company focused on stories, which in practice meant tie-ins like Star Wars and Harry Potter.

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This entry was posted in STS, Teaching, The Profession by Nicholas. Bookmark the permalink.

About Nicholas

Associate Professor of Sociology, Environmental Studies, and Science and Technology Studies at Penn State, Nicholas mainly writes about understanding the scientific study of states and, thus, it is namely about state theory. Given his training in sociology and STS, he takes a decidedly STS-oriented approach to state theory and issues of governance.

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