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Lego PDF

1. LEGO is a leading toy company founded in 1932 that is known for its interlocking plastic bricks. 2. The modern LEGO brick was invented in 1958 featuring hollow plastic cubes with studs that allow positioning without lateral movement. 3. LEGO has experienced success with its traditional brick toys but has also expanded into digital products, theme parks, video games, and movies.

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254 views28 pages

Lego PDF

1. LEGO is a leading toy company founded in 1932 that is known for its interlocking plastic bricks. 2. The modern LEGO brick was invented in 1958 featuring hollow plastic cubes with studs that allow positioning without lateral movement. 3. LEGO has experienced success with its traditional brick toys but has also expanded into digital products, theme parks, video games, and movies.

Uploaded by

sgraure
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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BY-

Its what you make it MEDHA JAIN J047


CHETNA BHARDWAJ J050
ABHIJEET KUMAR J051
ABHINAV AGARWAL J052
Introduction
•LEGO is a leading company in the toy-making industry and the sixth-largest
enterprise in the field. the word “lego” is an abbreviation of two Danish
words, “leg godt,” which means “play well.”
•The Danish company was founded in 1932 by Ole Kirk Kristiansen, whose small carpentry
workshop failed at providing wood supplies
• Brick-toy manufacturing was launched in 1958
Mission: ‘Invent the future of PLAY’

Vision: ‘Inspire and develop the builders of


tommorrow.

Values:
Imagination
Creativity
Quality
Learning
CARE!
(British Patent
Nº.529,580)
THE LEGENDARY BRICK

•These were designed by Hilary Page. In 1939, Page had applied for a patent on hollow
plastic cubes with four studs on top that allowed their positioning atop one another
without lateral movement.
• Lego purchased a plastic injection molding machine in 1947.Afterwards it starting
experimenting with it.

•The brick in its present form was launched in 1958.


•The interlocking principle with its tubes makes it unique, and offers unlimited building
possibilities.
PRODUCTS OFFERED
BY
Traditional products
Digital products
Brief History
Simple, block-shaped toys have been around for hundreds of years, but it took a
20th-century Danish genius named Ole Kirk Christiansen to invent the interlocking
pieces we know today as LEGO bricks. It all started in 1932 in the village of Billund,
long before LEGO had achieved world domination as a brand.

Three generations:
• Ole Kirk Christiansen
• Godtfred Kirk
Christiansen
• Kjeld Kirk Kristiansen
Facts
• A LEGO brick from 1958 would still interlock with a LEGO brick made today.
• The LEGO name was created by using the first two letters of the Danish
words "Leg" and "Godt," meaning "play well.“
• The LEGO Group patented the LEGO brick with the familiar tubes inside and
studs on top on 28 January 1958
• LEGO DUPLO bricks are eight times the size of original LEGO bricks – yet
they both connect together.
• You can combine six of the eight-studded LEGO bricks in 915,103,765 ways.
• The world's largest LEGO tower is 94 feet high and contains over 500,000
bricks.
• There have been fifty LEGO video games.
• Legoland, LEGO’s theme park chain, has seven locations worldwide.
• The largest commercially produced LEGO set is the Taj Majal, with 5,922
individual pieces.
Recent scenario of LEGO

 In 2012 the LEGO Group increased its revenue by 25% to USD 4,040 million – nearly triple
the sales of 2007
 More than 60% of the LEGO Group’s sales are new launches every year.
  The company has 5,000 employees around the world, and its main facilities are located in
LEGOLAND in Denmark
 The company has 12,500 warehouses and more than 11,000 suppliers.
 In addition to the production location in LEGOLAND, production sites are located in
Switzerland, Czech Republic, the US and South Korea.
 It costs $1 (61p) to manufacture each kilo of its plastic bricks, which it
then sells on for $75. That goes some way to explaining why Lego has a
margin its rivals would give their left arms for.
Innovation Process
S- Curve
SWOT analysis
Strengths
 1.Incorporates educational features to develop key skills in young children
 2. Strong brand name across the world in over 55 countries. Lego enjoys 80% of market
share in the North American market
 3. Many places use cars from the Automoblox range to demonstrate modern car assembly
techniques to children 
 4. Encourages goal oriented play and problem solving
 5. Strong product portfolio
 6. Lego based theme parks are extremely popular tourist destinations
 7. The brand has also diversified into video games, TV and movies, merchandise etc
 8. Top of the mind brand recall owing to TVCs and extensive advertising
 9. The strength aspects present a vast measure of imprinting the feature of durability
along with longevity with the product line.
Weakness
1. Imitation of products and brand name is a concern
2. Intense competition means high brand switching and also loss of market
share to online game
Oppurtunity

 1. Organize competitions in schools


 2. Diversify more into other segments
 3. More branding exercises to reach out to newer segments
Threats

 1.Video games
 2.Cartoon channels
 3.Internet
 4. Outdoor games
 5.  Mega Bloks introduced larger brick sizes and hence were preferred by
customers
Problems faced

 In the 1990s Lego was facing bankruptcy


  With the arrival of the video games age the plastic bricks were seen as
passé and children were ignoring them.
Competitors
In September 2014, it snatched the "world's biggest toymaker" crown from
Barbie maker Mattel.
Comparison

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