Quality as Inherited Loyalty Engine

"And durability or quality has not been an obstacle to new sales. Indeed, 27 percent of children inherit the long-lasting LEGO bricks. But it has also been shown that families who pass on LEGO bricks to children buy more new boxes of LEGO bricks than other families."

"This focus on quality is reflected in the fact that LEGO bricks produced in 1963—when they switched from using cellulose acetate in favor of the more stable acrylonitrile-butadiene-styrene (ABS plastic), which is still used today—continue to maintain most of their shape and color. There is still a good connection between the bricks from 1963 and the LEGO bricks produced today."

"And it wasn’t just the neighbors’ children who deserved the best. Ole Kirk Kristiansen maintained the quality when he later produced in large quantities for customers far away. He even gave the quality a motto, which he found in a book: “The best is never too good.” It was put up as a sign in the workshop. Even today, this motto is a guiding value for LEGO."