And that’s one example of how good brand stewardship enables Lego to market cheap molded ABS plastic at a premium price. The intellectual property is long gone and there is no one stopping you, me, or Mega Blocks from producing identical bricks and sell them cheaper. But do you want to show up to a kids’ birthday party and announce to everyone you took the ‘low bid’ on a relatively cheap children’s toy?
Talking about Lego, check out my friend Greg's awesome kickstarter project Never Built: Los Angeles! They are building an 11-foot-tall Lego tower using 67,000 Legos.