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Brick by Brick (UK): How Lego Rewrote the Rules of Innovation and Conquered the Toy Industry Suclass Code_1LE Women just couldn't get enoughLEGO is one of the world's best loved and most familiar brands, adored by generations of children. What is less well known, though, is how close this iconic company came to total collapse in 2003. Brick by Brick is the compelling story of a Danish family owned company that enjoyed decades of success before its inability to keep in step with a rapidly changing market brought it crashing to earth. It's also the story of an extraordinary recovery. As