Lego

This is the story of how Lego, the iconic Danish toy company, made a big splash in Russia despite the tricky bureaucracy. Lego is a worldwide phenomenon, and its journey into the Russian market was anything but simple. In the 1980s, Lego entered Russia, becoming one of the first Western toy companies to do so in a time when the market was still relatively unknown and unfamiliar for foreign companies. At the border, a customs officer stopped a truck carrying Lego bricks. He spotted a tiny error in the documents. They stated that the diameter of the Lego bricks was 10 millimeters. The officer insisted that the diameter should be 12 millimeters! The truck was only allowed to enter Russia after Lego corrected the documents and proved that their bricks were, in fact, 12 millimeters in diameter. It seems like a minor issue, but this highlights the intricacies of doing business in Russia. Although they experienced these initial roadblocks, Lego found a way to overcome them. This is a testament to their perseverance, their ability to build strong relationships with local partners, and their willingness to adapt to a new market. They patiently navigated the complex Russian landscape, and in the process, became a beloved brand. Lego has managed to build a loyal following in Russia, achieving ten times greater revenue than in 2007. They’re expected to reach an annual turnover of $360 million by the end of 2013. But Lego wasn’t just focused on conquering the Russian market with financial success. They were also building a solid foundation for the future. Lego’s success in Russia is a reminder of how important it is to build strong, open, and honest relationships with local distributors and partners. This connection is crucial in any market, but it’s especially essential when dealing with a culture as rich and complex as Russia’s.