Lego more recently have started to look at the adult market for Lego and over the past 3 years a huge line of 18+ Lego sets have been created that involve trickier building techniques, more mature references, and some aesthetic lines as well such as the botanical collection

They use NDA's, along with Trademarks and copyrights for such things like Lego Ninjago. They also have tons of patents on individual brick designs

By ensuring they stay informed regarding popular culture and relevant IP's along with their Lego ideas platform that allows for anyone to submit their ideas and the potential for an actual product to come out of it

o They went bankrupt and switched method and moving on from the last family CEO. Radical changes in factory locations made a huge difference along with focusing on IP collaboration.

o Lego is based on open innovation, which involves engaging customers and other stakeholders in the product development process.
o The Lego Ideas platform creates an open space for their customer to share their creativity and help lego create new products to be sold based off their ideas

o Lego has pushed past Matel and Hasbro in terms of market share
o Toys contain more and more digital technology