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The most interesting retail experiment that no one is talking about

By David Robertson | Published: August 15, 2017

The LEGO Dead Ocean Strategy Near my home in Philadelphia, LEGO just opened its tenth North American LEGOLand Discovery Center.  It’s located in the Plymouth Meeting Mall, a mall opened in 1966 outside Philadelphia and once one of the premier malls in the country.  Plymouth Meeting Mall, like many others, had fallen on hard times as flagship retailers such as Macy’s have closed stores.  With customers choosing alternatives like Amazon, Wal*Mart, and the nearby King of Prussia Mall, the mall was slowly dying. If you were the owners of the mall, what would you do?  How would you fill tens of thousands of square feet of empty space?  JC Penny’s and Sears are unlikely to be interested in expanding, no matter what price you offer.  If you can’t fill the anchor store spaces, the smaller stores that depend on the larger stores to draw in business will also close down. read more


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"A fascinating book. The story of how Lego came perilously close to disaster but then transformed itself into one of the most successful and innovative companies in the world serves both as an inspiration and an object lesson."

- Chris Anderson
former Editor-in-Chief of Wired and author of Makers and The Long Tail


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  • david robertson innovationAbout |David Robertson

    David Robertson is a Professor of Practice at the Wharton School where he teaches Innovation and Product Development in Wharton’s undergraduate, MBA, and executive education programs. From 2002 through 2010, Robertson was the LEGO Professor of Innovation and Technology Management at Switzerland’s Institute for Management Development (IMD), which received the #1 worldwide ranking by the Financial Times for its executive education programs. Robertson is the author of Brick by Brick: How LEGO Reinvented its Innovation System and Conquered the Toy Industry, and co-author of Enterprise Architecture as Strategy.
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    innovation navigationIn his latest quest to understand innovation, David is also host of Innovation Navigation, a Wharton Business School Business radio program offering live, unscripted access to world-renowned thought leaders, executives, and faculty. As a Professor of Practice at the Wharton School, Robertson brings brilliant minds worldwide to share their innovation knowledge and experience to the... read more

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