Returning To Their Roots

Earlier this year we heard that The LEGO Company posted a record loss for 2003, and that they planned to return to their core values. A number of controversial decisions were made under the previous management over the last few years, including the debranding of the DUPLO® and TECHNIC® lines, the pursuit of high-cost “fad” licenses, and the more recent change of a few core colors. While we don’t know for sure all of the changes that will be corrected, the first has already happened. The DUPLO name will be back on store shelves this year, according to this press release . There have been hints slipping out that many of the decisions of the last few years are being reexamined to see if they fit with the core values of The LEGO Company, and this is the first sign that it’s really happening. Hopefully we’ll see more throughout the year.

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