09/30/1996
Lego Tailors Block Relaunch for Wal-Mart
When Lego updated and repackaged its colorful building blocks in 1995, marketers succeeded in arranging an exclusive agreement with Wal-Mart stores to promote the relaunch with fanfare.Michael O'Leary, creative services manager at Lego Systems Inc., Enfield, Conn., says the company chose a two-part
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