Establish a set of recommendations for managing the innovative efforts, being pursued both internally and through cooperative alliances, to drive the company's future growth and to ensure that they are aligned with the vision and values of the organization.
I think they are doing a good thing by indulging in their adult market, especially since these adults are making super cool items like giant Homer Simpson statues and mocks of NYC neighborhoods. One of the key reasons to bring in adults is that adults decide what to buy for the kids. While this is often a product of kids nagging the adults, there are parents who are very much against many of the trends that are going on in the toy industry. I see in the case that LEGO tried to run a TV show to sell their product and this flopped (C-137) . However, they have the opportunity to be the premier product for another type of parent.
Susan Linn, who teaches at Harvard and many of her colleauges have formed a coalition to end the rampant commercialization of childhood. They believe, and rightly so, in creative play to stimulate a child's brain development and creativity. A toy that is based on "playing well" is so perfect for parents that care. LEGO has to tap into this market.
I also noticed on their website that they do have LEGOs for girls. I actually think they should do more for that. They don't seem to be selling many options of brick sets. All I saw on their website was the "starter" set. They should also sell an "enhancer" set which wouldn't have the stigma of being a starter set. They should try to sell to educational environments like schools and day cares (Duplo). They should run contests for kids to make things with the blocks and potentially win money that would be held for a their college as a future scholarship or they could win the latest LEGOs. Kids who don't have LEGOs would likely have to buy them to build something to enter. They could also do something like the Campbell's soup points to collect for your school.
They have to keep themselves in kids minds. They had commercials in the 1990s, which one can see if they search YouTube for LEGO commercials. However, they peaked in 2002 (C-131). They need to keep running commercials. To the parents, they should be marketing themselves as a toy both educational and fun. They should make a starter set for girls that would have mostly blue and purple blocks so they can market to tomboys whose mothers don't want them playing with boys toys, but they don't want anything too girly. Believe me, there's a market. That was myself and all my female friends when I was a kid.
Consuming Kids: The Commercialization of Childhood. Media Education Foundation. 2008. 25
Nov. 2010. Online: http://www.youtube.com/view_play_list?p=C17EC7C0822AF1E7
The Corporation. Prod. Mark Acbar. Big Picture Media, 2003. 5 Dec. 2010. Online: http://www.youtube.com/watch?v=Hi63rXnuWbw.
Hidden Persuaders. Adweek Eastern Edition. 5 Jun. 2000, Vol. 41 Issue 23. 44.
Linn, Susan. Consuming Kids: The Hostile Takeover of Childhood. New York: The New Press. 2004.