Innovation through Adaptation

Lego adapts its product strategy with Hollywood themes and shifts the workforce culture, meeting with market success. There is a line of thought that theme-based toys will curtail the creativity of children by imposing Hollywood's definition of play. But even kids adapt their strategies. From observations of my kids and their friends, Lego sets are mashed up and integrated in new ways that their creators have not imagined. ...

... "Even toy analysts who admire the company and its recent success acknowledge a broad shift. I would like to see more open-ended play like when we were kids, says Gerrick Johnson, a toy analyst ... " ...

Via New York Times: Hollywood Tie-Ins for Lego