For years, it was a secret: the family that owned LEGO was actually losing money on the company. The man who built the company back up into one of the biggest toymakers in the world, Jørgen Vig Knudstorp, reveals his controversial plan that led LEGO back to profitability. It leaned on something that has always been LEGO's strength: the creativity and passion of the children and adults who love to play with Legos.

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