Yesterday’s Times ran a piece about Lego’s 38% rise in profits, highlighting the Ninjago range as one of the star performers.
They are Lego ninjas that you put together and then use the spinners to battle them against each other.
It’s a great example of an iconic brand innovating to keep up with consumers’ (in this case, children’s) preferences and other successful phenomena. It’s Lego meets Pokemon and Beyblade. Sort of.
One to watch.