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  • 11.18.13

Come, Ye Brand Pilgrims

Lego bricks, meet concrete.

Come, Ye Brand Pilgrims
Lego Museum in Billund, Denmark

Construction starts now on a 25,000-square-foot Lego museum and garden in the center of the company’s hometown of Billund, Denmark, that the company says will draw 250,000 people a year. That makes Billund competitive against:

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Ben & Jerry’s

Waterbury, VT
320,000


Cabbage Patch Kids

Cleveland, GA
250,000


Cadbury

Birmingham, England
500,000


Crayola

Easton, PA
400,000


Harley-Davidson

Milwaukee
350,000


Louisville Slugger

Louisville, KY
263,000

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Tabasco

Avery Island, LA
100,000


Volkswagen

Wolfsburg, Germany
17,000


Zippo

Bradford, PA
50,000

Be careful, brands: Museums are well and good, but Lego’s longevity is rare. “We know the history of many company towns,” says Bill Baker, author of Destination Branding for Small Cities. Younger brands need to convince locals that they’ll be around for a while–and no town wants to end up like Detroit.

About the author

Iona, an editorial intern at Fast Company, is into Crossfit, snark, maintaining her Scottish accent, and writing on her design blog. She's a Syracuse grad, All-American field hockey player, temporary U.S.

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