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In the early 2000s, LEGO — the world’s most beloved toy brand — was collapsing. Sales down. Debt rising. Innovation gone. Analysts said kids had moved on… and that plastic bricks couldn’t survive the digital age. But one CEO refused to let a childhood icon die. Instead of chasing trends, he stripped everything away — video games, clothes, theme parks — and rebuilt LEGO brick by brick around what made it timeless: creativity. He forged licensing deals with Star Wars, Harry Potter, and Marvel, res
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