Lego Story

Lego is a privately held company

providing toys and teaching materials for
children.
Founded in 1932 by Ole Kirk Christiansen
in Billund, Denmark.
In 1950, Godtfred Kirk Christiansen took
over the company
How it started
Ole Kirk began making wooden toys in 1932.
Lego comes from Danish phrase leg godt
which means play well.
They started to produce plastic toys in 1947.
What it is about
Its all about giving children the opportunity to
built their dreams out of lego bricks.
To make their story real, to become true.
Legos development
The company mission and fundamental beliefs
are being revised to "Children are our role
models..."
In 2000, Legos brick was named the Toy of
the Century
In 2001 LEGO Mindstorms Robot Jitter is
sent into orbit around the earth with the
International Space Station.
In 2002 LEGO Brand Retail stores open in
Cologne, Germany, Milton Keynes, England
and Moscow, Russia.
In 2003 Lego started making movie characters
In 2006, MINDSTORMS NXT is launched
In 2008 , The Taj Mahal is launched (5,922)
In 2009 Lego obtained exclusive rights
on the entire portfolio of Disney and Disney
Pixar properties.
2012 Legoland Malaysia opens.
2014 The LEGO movie was released.


SWOT analysis
STRENGTH WEAKNESS
Incorporates educational features to
develop key skills in young children.
Strong brand name across the world
in over 55 countries.
Lego based theme parks are
extremely popular tourist
destinations.
The brand has also diversified into
video games, TV and movies,
merchandise etc

Imitation of products and brand
name is a concern.
Intense competition means high
brand switching and also loss of
market share to online games.

OPPORTUNITY THREATS
Organize competitions in schools
Diversify more into other segments
More branding exercises to reach
out to newer segments

Video games
Cartoon channels
Internet
Outdoor games
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