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The LEGO Group

A short presentation

Made by Alexander Gubarev
Contents
The LEGO history – in short
The LEGO Group in key figures
Strategy
Organization
Fun LEGO facts

*the best is neve...
The LEGO History In
Short

The 1960s
1962
The company re-invents
the wheel and starts
experimenting with
motors

The LEGO ...
The 1980s

1968
LEGOLAND® park
opens in Billund.

1966
The first LEGO®
train is introduced
complete with rails
and a 4.5 v...
The 1990s

The 2010s
1999
The LEGO® product
is elected “Toy of
the Century”.

2006
A new version of
the LEGO®
MINDSTORMS® ...
The LEGO Group in
Key Figures

LEGO Star Wars™ and LEGO City continue to be
the best selling product lines, with LEGO Ninj...
Exploring new markets
The LEGO Group aims to continue to expand its strong
position in selected European markets, North Am...
Organization

The LEGO Group today is owned by the third
and fourth generations of the Kirk Kristiansen
founding family: K...
Fun LEGO
Facts
915 million ways to combine six LEGO®
bricks
When people used to visit the LEGO Group,
one of the things th...
Thank you for your attention!
Lego group
Lego group
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Lego group

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LEGO group short report with information and design from official group annual report

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Lego group

  1. 1. The LEGO Group A short presentation Made by Alexander Gubarev
  2. 2. Contents The LEGO history – in short The LEGO Group in key figures Strategy Organization Fun LEGO facts *the best is never too good
  3. 3. The LEGO History In Short The 1960s 1962 The company re-invents the wheel and starts experimenting with motors The LEGO Group is a family owned company with a long history, here is a short summary of the most important historic events: 1932 Master carpenter, Ole Kirk Kristiansen, started making wooden toys The 1930s The 1940s 1950 Godtfred Kirk Christiansen takes over as Managing Director of the LEGO Group after his father, Ole Kirk Kristiansen 1955 ”The LEGO® System of play” is introduced together with the first “play and Learn” Concept, emphasizing the importance of learning through play 1958 The LEGO brick is launched with a new coupling system and thereby lays the foundation for the toy of the century.
  4. 4. The 1980s 1968 LEGOLAND® park opens in Billund. 1966 The first LEGO® train is introduced complete with rails and a 4.5 volt motor. 1984 The LEGO Group initiates a visionary partnership with MIT Media Lab 1980 The Educational Department is formed. LEGO Education, develops and launches educational teaching materials. 1969 LEGO® DUPLO® is launched for the youngest children. The bricks are twice the size of regular LEGO bricks, so they are easy to build with. 1993 LEGO Kids’ Wear is launched 1986 LEGO® Technic Computer Control is launched as one of the first outcomes of this partnership. 1998 The LEGO Group enters into a license 1989 agreement with Professor Seymour Papert Lucasfilm Ltd. from MIT appointed “LEGO Obtaining the right to Professor”. develop LEGO sets based on the Star Wars™ films. Later with, Disney, Hit Entertainment and Warner Bros. The 1990s The 1970s 1974 The LEGO figure is born. The figures represent a brand new LEGO concept. 1977 LEGO Technic is introduced. The product challenges older children to construct vehicles and other machines. 1978 Kirk Kristiansen introduces the “System in a System” concept. 1979 Kirk Kristiansen becomes President and CEO of the LEGO Group. 1996 www.LEGO.com is introduced. 1995 LEGO PRIMO™ is launched for babies up to 24 months. 1997 The first computer game is released.
  5. 5. The 1990s The 2010s 1999 The LEGO® product is elected “Toy of the Century”. 2006 A new version of the LEGO® MINDSTORMS® hits the shelves. A new robot is far more advanced than its eight years older brother. 2001 The BIONICLE® universe is launched. 2002 The LEGO Learning Institute is established. The institute comprises international experts researching into children’s imagination, creativity and learning skills. 2009 LEGO Games board games with the slogan “Build – Play – Build again” are introduced. 2010 A multiplayer online game, LEGO® Universe, is launched. The 2000s 2003 The LEGO Group presents a major deficit and faces a serious crisis. 2004 Jørgen Vig Knudstorp succeeds Kristiansen as President and CEO. 2005 The LEGOLAND parks are sold to Merlin Entertainments Group, as the LEGO Group must focus more on the core business. 2012 LEGO Friends is launched. The theme is targeted towards girls and introduces a new mini doll figure 2011 LEGO Ninjago is launched. The ninja theme combines spinners and battle cards with classic LEGO construction play. 2013 The 15th anniversary of the LEGO® MINDSTORMS® is celebrated by launching the next generation platform designed for younger generation
  6. 6. The LEGO Group in Key Figures LEGO Star Wars™ and LEGO City continue to be the best selling product lines, with LEGO Ninjago, launched in 2011, following closely. Today the LEGO Group is the third largest toy manufacturer in terms of revenue: 1. Mattel 2. Hasbro 3. The LEGO Group Financial Highlights The LEGO GROUP (mDKK) 2012 2011 2010 2009 2008 Income Statement: Revenue Expenses Operating profit Profit before income tax Net profit for the year 23,406 15,453 7,952 7,522 5,613 18,731 13,066 5,666 5,542 4,160 16,014 10,899 4,973 4,889 3,718 11,661 8,659 2,902 2,887 2,204 9,526 7,522 2,100 1,852 1,352 Employees: Average number 10,400 9,374 8,365 7,286 5,388
  7. 7. Exploring new markets The LEGO Group aims to continue to expand its strong position in selected European markets, North America, China and the rest of Asia. Strategy The LEGO Group Strategy The vision of the LEGO Group is to invent the future of play and provide as many children as possible with a LEGO® play experience through: Strengthening the core business The core product portfolio will be further developed and expanded. The LEGO Group will leverage digitalization. From a market perspective, the main focus will be on growing and defending the Group’s position on core markets. Securing innovative processes LEGO Group will involve children stakeholders in relevant processes, such as the product development. and other
  8. 8. Organization The LEGO Group today is owned by the third and fourth generations of the Kirk Kristiansen founding family: Kjeld Kirk Kristiansen and his three children. Ownership of the LEGO Group is handled through the investment company KIRKBI and the LEGO Foundation. KIRKBI owns 75% of the LEGO Group. KIRKBI also owns a 36% shareholding in Merlin Entertainments Group whose activities include running the LEGOLAND® parks. The remaining 25% of the LEGO Group is held by the LEGO Foundation.
  9. 9. Fun LEGO Facts 915 million ways to combine six LEGO® bricks When people used to visit the LEGO Group, one of the things they were told was that there are 102,981,500 possible ways to combine six eight-stud LEGO® bricks of the same colour. But one day the Group was contacted by a professor of mathematics who had calculated that this figure was too low. With the aid of computer programming he had calculated that the exact figure was 915,103,765. LEGO bricks produced in 2012 45.7 Billions 5.2 Millions/hour 87 Thousand/ min. On average every person owns Laid end to end… 86 LEGO bricks x18 …the number of LEGO bricks sold in 2012 would reach more than 18 times around the world
  10. 10. Thank you for your attention!

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