Lego toys
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LEGO was founded in 1932 by Ole Kirk Kristiansen and is now owned by his grandson. It is headquartered in Billund, Denmark and is the world's fifth largest toy manufacturer. LEGO began with wooden toys and diversified into plastic toys, which are now sold in over 130 countries. The iconic LEGO brick was launched in 1958 and features an interlocking design that allows for creative building. LEGO has strategies targeting all ages with new products developed every twelve months. It focuses on product development, targeted marketing, and research to stay relevant in a changing market.
Lego toys
- 2. HISTORYFound in 1932 by Ole Kirk Kristiansen. World’s fifth-largest manufacturer of toys. Now owned by Kjeld Kirk Kristiansen, a grandchild of the founder. Head office is in Billund, Denmark Wooden toys initially and diversified into plastic toysSold in more than 130 countries. World’s children spend 5 billion hours per year playing with LEGO bricks
- 3. The LEGO Brick - Toy of the CenturyBrick in its present form launched in 1958Interlocking principle with its tubes makes it uniquePrepared as PART OF SYSTEM-compatible designsPlay themes such as fire station, police, airport, knights’ castle, racers etc.“More than 900 million different ways of combining six eight-stud bricks”
- 4. StrategiesTargets all ages and stages of developmentCome up with a new product in twelve months 3 stage processMore efficient production procedures.Accessibility-Big Retail Stores, Smaller toyshops, Online stores like amazon.com, etoys.com etc
- 5. Contd...MoreTargetedMarketingLEGO Club-www.legoclub.comLego MagazineLego comicsLego LeaguesLEGO Educational Division-aid in learning LEGO Learning Institute Playful Learning Panels
- 7. Strategies in TurbulenttimesAnalyzing children taste and preferences-video gamesBudget cutsLaid off employeesSelling some part of its assetsLeading research in child developmentVision Lab was set up on January 1, 2003, with the aim of developing and communication.
- 8. “Yes , We agree with their decision of selling part of stake of LegoLand Parks”
- 9. Problemsfaced by the CompanyExpiration of last patent in late 1980sImitation of their productsAmerican market shrank from $820 million in 2001 to $630 million in 2003 (NPD Funworld), New toy Manufacturers entered the Market (Mega bloc)Offered similar Product at lower priceGrowth of discoutretailors like Walmart, KmartChange in children playing habits
- 11. Contd.Lego group in 2003 decided to focus on Core BusinessLEGOLAND needs was capital. To implement its concepts on a wide scale. To promote them to full range of potential visitors.
- 12. Present ScenarioLego and Disney released different Disney subthemes. Lego and Cartoon Network released the Ben 10 subtheme. “The Adventures of Clutch Powers” the first full length Lego movie, is released. Making Lego “International Brand”The LEGO Book has been launched. Promote the new Lego Education Center in Brisbane, Australia
Editor's Notes
- #4: 2. , and offers unlimited building possibilities.
- #5: Imagination, creativity, fun,learning, n caring(brand values) (From kindergarten toddlers, schoolchildren and teenagers to young-at-heart adults. ) The LEGO Light Project, which brought about very far-reaching changes in our control systems,planning procedures and organisation, has also enabled us to respond quicker to the wishes and needs of the market..
- #6: The FIRST LEGO League (also known by the acronym FLL) is an international competition[1] for elementary and middle school students (ages 9–14 in the USA and Canada, 9-16 elsewhere).[1] It is arranged by the FIRST organization.Each year the contest focuses on a different real-world topic related to the sciences.[2] Each challenge within the competition then revolves around that theme.[2] The robotics part of the competition revolves around designing and programming LEGO Robots to complete tasks. The students work out solutions to the various problems they are given and then meet for regional tournaments to share their knowledge, compare ideas, and display their robots.FIRST LEGO League is a partnership between FIRST and The LEGO Group. It also has a scaled-down robotics program for children ages 6–9 called Junior FIRST LEGO League.
- #10: which tracks U.S. toy sales,
- #11: Last year, the company's net loss more than doubled from 2003, to 1.9 billion kroner, or $309 million, as revenue fell 6 percent to 7.9 billion kroner. The loss included the write-down of 723 million kroner in assets.
- #13: utilized the safety bubble-mats on steps and foot paths around the city. They added a bit of color and a logo and bam, done.