E dating Billund
You'd think it would be impossible to to go wrong with a brand as beloved as that. The Billund factory's 'Cathedral' warehouse, which is 'manned' by eight robots and 15 automatic cranes In 2004, Lego was in pieces, with predatory private-equity firms circling like sharks to snap up the ailing, family-owned business - if, that is, the American giant Mattel didn't gobble it up first.
In 2003 sales had fallen off a cliff, dropping 35 per cent in the US and 29 per cent worldwide, culminating a year later in the biggest loss in the company's history: £217 million.
Minifigure heads on the Lego production line in Billund, Denmark, where two million Lego pieces are made every hour.
Instead of business cards, he carries a Lego mini-figure of himself (stubbly beard, round glasses), with his contact details printed on the back.
S., South Korea and Australia (Lego's previous policy had been to own rather than lease all its buildings), its four theme parks (now majority-owned by Merlin Entertainments, a British company) and its videogames development division (this work is now handled under licence by outside partners).