The thing is they don't have to pivot the entire firm. They can just branch off a small department to experiment with themes: "History" , as already has appeared on e.g. pm.us. This is what L*go does: they have their main range full of kitschy themes and licensing and whatnot, then they have their specialist lines, "architect" sets and so forth, aimed directly at the adult collector but YES! still sold in L*go shops. People loved PM Martin Luther, they loved PM Egypt, if PM want to crack the Asian market a Three Kingdoms/Warring States theme (can you imagine the Confucius special? My heart sped up just thinking of it) would go MASSIVE in China.