There is definitely a market for them, as they provide a great opportunity for Lego fans to stay in themed rooms, engage with Lego within them as well as see everything in a much bigger scale. Probably not quite as grand or popular as Disney parks but serving the same purpose.

Yes, definitely.
I once had a work conference at the Legoland Windsor one. I thought that if the Lego themed room and loud music on repeat in the lobby wont be the end of me- the food will!
Interesting choice of venue for sure!

Bigger, more challenging sets

Lego has embraced learning from mistakes-they accepted failure and learned from it. This supports the innovative culture.
Use ofLego Ideas platform is also interesting as innovations/ideas can be put to customers before hitting the market, allowing to gauge interest and potential consumer response

Lego continues to explore under served markets by looking at for example geographical expansion, however, this is proving difficult in for example Latin America and Africa due to affordability issues. Lego also continues to explore different, new demographics

Trademarking their products, using design patents and copyright protection. However, it is still difficult for Lego to protect their IP in some countries

Lego generates ideas by looking at current trends in the market and recognising whats relevant at the moment- especially for licensing collabs. I also think data driven insights- based on sales of current set, models etc can help

Lego is well known for letting employees think outwith the boundaries of their usual product and systems. Lego also heavily engages with their adult fans of their product.

Some significant changes include rise in digital and tech enabled toys, influence of social media platforms and games as well as demand for custom or customisable toys. There is also a huge need for sustainability as well as inclusion in the toy business.