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Building fun for the little ones!
LEGO was losing DUPLO market share to its main competitor. The competitor produced lower quality building blocks and packaged them with a clumsy play desk that was presented to consumers as good value at retail. Altitude's design strategy reduced part count over the competitive product, optimized the height of the play surface, increased safety, and provided ample storage for bricks. The design of the PlayTable naturally encouraged interplay, bonding, and negotiation; characteristics that are not normally encouraged by products offered in this age category. Following a successful launch in the U.S. the product was promptly introduced onto the European market, generating a high volume of sales.
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