^

Following trends in the market for collaboration deals - eg Star Wars when new movies were releasing, Fortnite in its popularity with target market

Trademarks and patents

open innovation - allows customers to build and create.
Multiple options including joint innovation too in my opinion, collaborating with other brands for more sales which is sustaining innovation. Potentially incremental, Improving product for example the change of hole placement on blocks

Kjeld felt helpless, resigning and appointing first non family CEO, who made staff cuts and moved production to Mexico to cut costs. Pursuing brand deals like Star Wars etc built sales and popularity

Powered by customer creativity and inventiveness - open innovation

Demand for physical toys reduced due to popularity of games consoles, phones and tablets