In 2012, LEGO overtook Hasbro to become the world's second-largest toy maker behind Mattel. The recently premiered “The LEGO Movie” grossed $69 mm on its opening weekend making it the largest debut of 2014. If all went well, soon they could beat its main competitor, Mattel Inc. But many challenges still laid ahead of the family owned company.

LEGO needed to become a truly global and diverse organization to meet the adaptive challenges. To achieve this goal, Knudstorp envisioned the company as: “a unique niche player in the toy industry”. Was that the right vision given the competitive landscape? Would it be compatible with maintaining the company 100% family owned?