Discover how Lego turned a risky idea into a global success while protecting its brand. This video explores the integrative thinking that allowed the Lego Movie to win audiences and respect simultaneously, showing leaders how to creatively resolve seemingly impossible tensions.

The Lego challenge
The Lego Movie was a global box office hit, generating over $468 million and cementing Lego as the top toy company, surpassing Hasbro and Mattel. The success came from carefully balancing brand protection with creative freedom, a tension that could have easily derailed the project.

Integrative thinking in action
Jørgen Vig Knudstorp, then CEO of Lego, faced a critical either-or decision: risk the brand by giving Hollywood talent full editorial control or compromise the movie’s quality. By requiring the filmmakers to deeply understand Lego fans, he achieved both high-quality storytelling and brand reverence.

Lessons for leaders
This approach, called integrative thinking, shows how leaders can resolve conflicts creatively rather than choosing one side at the expense of the other. By addressing tensions constructively, decision-makers can achieve outcomes that satisfy multiple objectives and drive innovation.

The impact
From subtle jokes about Lego colors to respecting the freedom of play, the Lego Movie became more than entertainment. It exemplifies how blending discipline with creativity produces results that resonate with audiences and strengthen brand loyalty simultaneously.