Lego. As toy lover, I'm proud to read Lego has successfully attracted a global audience. While there are hundreds of different makers of action figures and dolls whose corporate logos children are resoundingly indifferent to, Lego boasts an estimated 85% share of the building block market. Lego is very selective about who it chooses to sign deals with and most of the time works with parters in the entertainment industry. One lesson-learned: a key to success is through strategic partnerships.