How to pronounce “samsonite” in English

Not surprisingly, Samsonite didn't do a particularly good job of marketing Lego bricks to children because I don't know how much crossover there is between luggage purchasers and toy purchasers.

It's something that, I don't know, was-- you explain it-- maybe a Samsonite ingredient for many years?

Then someone comes along and realized that, jeez, if Tom Friedman's suitcase company comes up on Google ahead of Samsonite, there's real dollars in that.

And when you're thinking about who would be a natural partner for Lego in the U.S., obviously your first thought is Samsonite, the luggage maker.