Jake McKee is kicking off the BlogOrlando conference with his great presentation about his role in the effort to bring LEGO into the modern age, at least as far as growing its online community goes. A similar version of this speech is online. So if you're not at BlogOrlando, (and why not!), you can learn the secrets to clueing in your organization too.
Btw, since my other blog is The Disney Blog, you'll note some serious parallels. (ie adult consumers who are passionate about the product and drop 4 or 5 times the amount of $$$ as the usual consumer.)