LEGO engaged in deep analysis of how and why kids play. Turns out their previous assumptions had been wrong and the insight turned the company’s fortunes around.

With China’s modernization, parents are caught between new and traditional ways of parenting, and the truism that Chinese children don’t play or have fun is being challenged.

Most toy companies conduct market research by sending out surveys. Lego sends out anthropologists to study kids in their natural habitat.

A ReD study finds that offering kids more opportunities for unstructured play is healthy.