Image of businesspeople arguing and acting as sumo fighters against city background

When I did my market research I found Lego was like the big giant in the building block, toy plastic building block industry. They were a $2 billion a year company. You went into a shop and there were Lego and there was Lego and there was Lego……….. there was no competition! For me to come and be new kids on the block, (no pun intended!) it was a bit of a challenge. What I realized is that I couldn’t take Lego on head-on as a company because like I said, I didn’t have the resources. But what I could do was, I could develop a block that was a bit different from theirs. It was like a David and Goliath type of relationship, but I thought ‘Lego may be big, but I’ll just keep working on my blocks

David v’s Goliath!

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