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It was once a toy company. It was headed for bankruptcy, but now Lego is definitely on a roll.
這原本是一家玩具公司，而且面臨破產，不過現在樂高無疑氣勢正旺。

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The Lego Movie earlier this year that was a huge success and helped awaken the child in many of us.
今年年初的《樂高玩電影》大獲成功，也喚醒了我們許多人的童心。

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Now, Jake Tapper has more on why Lego is no brick off the old block.
接下來，傑克．塔珀要告訴我們樂高為什麼絕不老套。

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Lego is seemingly everywhere.
樂高似乎無所不在。

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Is it just me or does something seem weird today?
是我的問題，還是今天真的有什麼東西怪怪的？

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The Simpsons went full-on Lego for their 550th episode,
《辛普森家庭》的第五百五十集完全走樂高風，

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melding their animation with a full 3-D generated Lego Springfield.
將動畫與全用電腦 3D 繪圖構成的樂高春田市融合在一起。

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Lady Gaga tapped a Lego artist to turn her torso into yellow bricks for her latest music video.
女神卡卡在她最新的音樂影片當中也找了一位樂高藝術家將她的身軀轉變為黃色的積木。

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There's even a Lego documentary that premiered a few days ago at the Tribeca Film Festival.
幾天前甚至還有一部樂高紀錄片在翠貝卡影展首映（註：片名為 Beyond the Brick: A LEGO Brickumentary）。

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We all refer to ourselves as AFOLs, absolutely -- an adult fan of Lego.
我們全都自稱為 AFOL，這是當然的——成人樂高迷。

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It all comes on the heels of a massive year for the Danish toy maker.
這一切全都在這家丹麥玩具製造商大豐收的一年之後發生。

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Lego reported [$]1.1 billion in profits for 2013, making it the most profitable toy company in the world --
樂高發布二○一三年的獲利為十一億美元，成為全世界最賺錢的玩具公司——

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not bad for a company with an expired patent that nearly went belly-up a decade ago.
對於這家專利過期而且在十年前差點倒閉的公司而言，算不錯了。

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They got themselves into businesses they didn't understand.
他們進入了自己不瞭解的產業。

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Some of them might have been good for another company, but they weren't good for Lego.
他們有些人也許適合別家公司，卻不適合樂高。

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David Robertson is a professor at the Wharton School of Business and author of Brick by Brick,
大衛．羅伯森是華頓商學院的教授，著有《玩具盒裡的創新》，

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tracking the company's battle back from the brink.
追蹤這家公司從邊緣起死回生的奮鬥過程。

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He says for years the success of Lego was directly tied to toys based on two film franchises, Star Wars and Harry Potter.
他說，多年來，樂高的成功一直和兩個系列電影的衍生玩具密切相關，即《星際大戰》與《哈利波特》。

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In 2003, there is no movie from either franchise,
二○○三年，這兩個系列電影都沒有推出新作，

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and they are left with 94 percent of their product line, which is unprofitable, unpopular,
於是他們只剩下另外百分之九十四的產品線，不但不賺錢也不受歡迎，

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and in some cases just not very Lego-ee, and so they were really close to bankruptcy.
而且其中有些產品實在也不太有樂高的特色，所以他們就瀕臨破產了。

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Lego jettisoned the un-Lego-like products and changed their focus.
樂高放棄不具樂高特色的產品，然後改變他們的焦點。

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Lego pays $3 per kilogram and sells it $75 per kilogram.
樂高每公斤的成本是三美元，售價卻是每公斤七十五美元，

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And so they are making a lot of money on the boxes of bricks,
所以他們藉著這些一盒盒的積木賺了不少錢。

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but the kids are buying the story, really.
不過，孩子們真的很買帳。

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The company has expanded to create Lego video games and reached out to girls with more gender-neutral ads
這家公司擴展範圍開發樂高電玩遊戲，也進攻女孩兒市場，不但推出比較中性的廣告，

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plus new Lego Friends and Lego Disney Princess products.
也發表新的「樂高好朋友」以及「樂高迪士尼公主」系列產品。

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Hello, I'm Emmet.
哈囉，我是艾密特。

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This year, Lego bet big on telling their own story,
樂高今年投下了大賭注講述他們自己的故事，

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teaming up with Warner Brothers, the sister company of CNN within Time Warner, to make The Lego Movie.
和 CNN 在時代華納集團當中的姐妹企業華納兄弟合作製作了《樂高玩電影》。

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We certainly hoped that what we were creating would be very appealing to families with children,
我們當然希望我們創造的東西會對有小孩的家庭深具吸引力，

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and what we found, I think, is that it has far surpassed and really engaged and entertained audiences that we probably didn't even imagine.
而且我認為我們發現到這部電影遠遠超乎預期，真的打動並且娛樂了我們可能根本想像不到的觀眾。

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The film has been a monster hit, bringing in more than $450 million worldwide,
這部電影在全球狂賣超過四億五千萬美元，

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and Robertson thinks Lego may have something even bigger in mind.
而且羅伯森認為樂高可能還有更遠大的打算。

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It's not an accident that the week the movie came out there was [were] over a dozen different kits in the stores
在那部電影上映的同一週，不意外地商店裡就有十多種不同套組，

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that kids could buy and play out little dramas from... within the movie.
讓孩子們可以買來扮演一點電影中的劇情。

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I really see Lego as moving away from competing with Mattel and moving toward competing with Disney.
我真心認為樂高的競爭對象已逐漸從美泰兒（註：芭比娃娃製造商，美國最大玩具商）轉向迪士尼了。

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Competing with Disney?
和迪士尼競爭？

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Lego executive, Michael McNally doesn't go that far, but he says the company sees potential.
樂高的高階主管麥可．麥諾利並沒有把話說得那麼滿，但他說公司確實看到這個潛力。

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The idea that we can be an inspiration for motion pictures that are engaging in the way that we found this film has been is truly exciting for us.
發現我們能夠成為電影的靈感來源，從而造就出像這部電影這麼吸引人的作品，確實很令我們興奮。

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In other words, Lego will keep turning those plastic bricks into cold, hard cash.
換句話說，樂高將會繼續把這些塑膠積木轉變成白花花的銀子。