LEGO launches new line of wooden home accessories — Next level housing disruption!

Mostly we understand disruption to mean tech changing an old industry. But powerful brands can disrupt by bringing that power to a new sector. The latest example is toy company LEGO expanding to home furnishings.

Their new collaboration with Room Copenhagen is a collection of wooden home accessories like drawers, hanging hooks, etc. The stuff is pretty cool too!

In banking, disruptors might enter the market with a fresh digital take on auto-deposit or personal loans. Then they ultimately expand into other banking products.

In housing, disruptors might enter the market with faster, digitally-assisted ways to find and buy homes. Then they ultimately expand into other home buying, selling, financing, and insuring products.

But brand-led disruption is when a brand is so influential and/or has so many customers, that it just moves into another seemingly unrelated area as LEGO just did.

Now their toys are sophisticated, high-design home furnishings that can keep kids’ attention while also impressing your most trendy dinner party guests.

I often note that everyone is competing with everyone on everything in the fintech era. And this brand-led disruption trend just adds another dimension to the statement. Any great brand can choose to compete in any industry.

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– LEGO launches new line of wooden home accessories — Next level housing disruption!