1) 1969: DUPLO - targeting small & younger kids
(Bigger audience & become top of mind at an earlier age)
2) 1974: Figures - roleplaying made it’s entry
3) 1979: Space - series of space related items
(Global/macro moments: Starwarz)
4) 1986: LEGO Technic + computer chip build by MIT
(Growing with the audience: boys will be boys)
5) 1994: LEGO Belleville (for them girls)
6) 1995: LEGO Primo (0-2y)
7) 1998: LEGO Mindstorms (first robotics) + launch of LEGO First (sets based on the movie of Starwarz)
8) 2001: LEGO Bionicle (going into roleplay even deeper - very alienesk)
9) 2006: LEGO Mindstorms Nxt (update - more wicked robotic stuff)
10) 2008: launch of an Indiana Jones inspired series
11) 2009: launch of pirates, space police and power miners (inspired by movies, again)
12) 2011: first out-side US architecture building series (+16 series)
13) 2012: LEGO Friends (for them girls - 5-8y)
14: 2014: LEGO the movie & LEGO Ideas (community - build your own)
To me, personally, over the past 50 years, they did two major strategic not so obvious moves that were, excuse-me-je, FUCKING BRILLIANT.
1) Growing with their audience, up (+16), down (0-2) and sideways (female) and not replacing merchandise!
Besides that, they found a way to connect online as well, using it as a community and supporting factor instead of a shift to online (reverse of retail & e-commerce).ps: I’m not a strategist - I just happen to be well informed.