Citations › Citation ID: 89

C89. BOOK: David C. Robertson, Brick by Brick: How LEGO Rewrote the Rules of Innovation and Conquered the Global Toy Industry (Crown, 2013), p. 263-264.

THEY CALL IT THE “BIG BANG.” the moniker refers to a homegrown LEGO theme that’s built around an arresting story, one that shows a high potential for creating a worldwide sensation and generating lucrative revenue streams from the Web, television, and spin-off products, just as Bionicle had done for the better part of a decade. A Big Bang is also a big bet. LEGO launches a Big Bang line about every other year, and when it does, nearly every unit within the company, from manufacturing to logistics, marketing, IT, and beyond, goes all out to get behind the line and deliver a hit

The LEGO Group launches a 'big bang' theme every other year.