Is it insightful? I really don't have the subject knowledge to judge. But I sure frowned on the claim that LEGO has no brand loyalty. Maybe I misunderstand brand loyalty, but not only did I (as a child) and does my own kid now keep going back to LEGO, it's me who infected him. When my kid has some fake LEGO, he sorts them out into a separate pile.
I thought that the article argued that Lego is an exception to the rule in that it does inspire brand loyalty.
Also, what investors mean by brand loyalty is fairly specific: A customer who buys into one brand continues to buy it for years or decades.
Kids are fanatical about the "in" brand of the month, but will drop it without a thought as soon as a new trend is "in".
How many kids are tripping over themselves to get the latest Spin Master toys? Most probably wouldn't even recognize the name. Just a couple years ago, stores couldn't keep their Hatchimals line on the shelves. None of that excitement carried over to their other products.
lego is clever because it locks you into a platform. it's the kid equivalent of buying another cordless power tool of the same brand because you already have the batteries and charger for it
