F O M B C R U M 3 - 2019

Roundtable on Innovating for the Future

MARJORIE LAO
Chief Financial Officer, Lego
15 April 2019 | Discovery Primea, Makati City

THE CHALLENGE
Lego’s way of addressing
megatrends and its innovative
strategies to remain competitive

MEGATRENDS AFFECTING THEIR

INDUSTRY
1. Reshaping of the retail
environment, mostly driven by
e-commerce
2. Digitalization of play and
consumer engagement
3. Global economic and
demographic shifts

SEVERAL STRATEGIES ADOPTED

BY LEGO
1. Innovation in retail and offer
unique brand experiences
in stores by creating a great
experience for kids and
parents (i.e., personalizing
mini-figures, augmented
reality, mosaic maker)
2. Innovate product portfolio
by integrating digital play
with physical play experience
Internet safety for kids in
partnership with UNICEF
4. Grow, invest, and learn about
new markets outside North
America and Europe (i.e.,
introducing the LEGO brand
in China)
5. Innovate the way LEGO does
business through adopting
sustainable operations
everything themselves, failing to SCAN HERE FOR MORE PHOTOS
understand their own limitations.
Learning from this, LEGO
returned its focus on their core
business, which is producing the
LEGO bricks. Non-core businesses
were sold or closed down,
but they deliberately pursued
partnerships to bring LEGO in
other areas, such as in movies.
You may also visit: bit.ly/MBCRTDLaoPhotos

(i.e., making robotics fun for Maintaining the “LEGO DNA”

kids, introducing coding to In the early 2000s, the LEGO Today, as a guiding principle
kids, and play using LEGO offshore wind farms
Group experienced a financial when expanding into other
augmented reality app) product lines, LEGO focuses on • Sustainable materials by 2030
slowdown primarily because of
3. Maintain the strictest safety the consumer and innovates - Take the first step with bio-
two things. First, the company
based on what they want, based elements and continue
standards for children during lost sight of what consumers
while having the discipline to to invest to come up with
play, both physical and digital. want. Second, they tried to do
innovate within the company’s more sustainable materials for
TECHNOLOGY AND COPYCATS constraints/parameters. their products
“Technology makes it easier to copy our products, • Encourage children to take
for example through 3D printing. The difference, of LEGO’s Big Mission: care of the planet themselves
course, is the quality of the product. But technology has “All LEGO bricks will be made
allowed us to innovate faster. In terms of dealing with from sustainable materials by
copycats, we take a hard stand against infringement of 2030.” Summary by
our products. We are working closely with governments Ma. Roxanne V. Lu
• Zero-impact operations - MBC Programs and Projects
and customs authorities, and we are educating Director
consumers on the benefits of original LEGO products.” Global energy consumption of
LEGO is matched by renewable Photos and Layout by
Marjorie Lao energy or investments in
Clinton A. Balbontin
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