4.6 • 13.2K Ratings
🗓️ 25 June 2025
⏱️ 48 minutes
🧾️ Download transcript
It’s early 1997, and after decades of success, LEGO is rocked by a sudden collapse in its profit. To recover, the Danish toy manufacturer jacks up its innovation efforts. But can it deliver a company-saving idea in time?
Be the first to know about Wondery’s newest podcasts, curated recommendations, and more! Sign up now at https://wondery.fm/wonderynewsletter
Listen to Business Wars on the Wondery App or wherever you get your podcasts. Experience all episodes ad-free and be the first to binge the newest season. Unlock exclusive early access by joining Wondery+ in the Wondery App or on Apple Podcasts. Start your free trial today by visiting wondery.com/links/business-wars/ now.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Click on a timestamp to play from that location
0:00.0 | Wondery Plus subscribers can binge all episodes of Business Wars rebuilding Lego early and ad-free right now. |
0:07.6 | Join Wondry Plus in the Wondery app or on Apple Podcasts. |
0:15.6 | It's early 1997 and at the Lego headquarters in Bill and Denmark, Peter E.O. has a big idea. |
0:28.7 | He stands in a darkened conference room in front of the Lego executive team, the controls of a slide projector in his hand. |
0:35.6 | EO is the head of Lego's operations in the Americas, his large |
0:39.4 | frame, affable manner and well-schooled British accent, belia a sharp business savvy mind. |
0:46.2 | And today, he's presenting the project he has spent over a year pouring all his energy into. |
0:52.5 | Eo clicks the projector, and his final slide moves into focus. |
0:57.2 | It's a mock-up drawing of a Lego character, or minifig. |
1:01.2 | The yellow plastic and broad smile of these tiny Lego figures are famous around the world. |
1:07.4 | They've charmed generations of children and their parents. |
1:10.7 | But this smiling min-fig is |
1:12.8 | unlike any that the Lego execs have seen before, because this one is dressed in the black |
1:18.5 | robes of Darth Vader, the iconic villain of the Star Wars films, and carries a tiny |
1:23.6 | lightsaber. Eo brings his presentation to a close as the lights fade up in the room. |
1:30.9 | So, in conclusion, I see this Star Wars licensing deal not just as a way for Lego to make a |
1:37.2 | great series of toys, but as a way to connect with a whole new generation of children. |
1:43.2 | Eo scans the faces of the executive team. |
1:46.4 | But instead of the enthusiastic smiles he's expecting, there's a stony wall of grim scowls. |
1:53.8 | Finally, one of the executive speaks up. Peter, in more than 65 years of making toys, |
2:00.2 | Lego has never had to license someone else's idea. |
2:03.9 | We've always encouraged children to create their own worlds, not just to play within existing |
... |
Transcript will be available on the free plan in 12 days. Upgrade to see the full transcript now.
Disclaimer: The podcast and artwork embedded on this page are from Wondery, and are the property of its owner and not affiliated with or endorsed by Tapesearch.
Generated transcripts are the property of Wondery and are distributed freely under the Fair Use doctrine. Transcripts generated by Tapesearch are not guaranteed to be accurate.
Copyright © Tapesearch 2025.