By Muskaan and Maiya 9c.

By Muskaan and Maiya 9c.

About Lego

It was founded in 1932 by Ole Kirk Kristiansen. Since 1932 the company has been passed down from father to son. The current owner is Kjeld Kirk Kristiansen who is the grandson of the founder.

LEGO PRODUCTS?? LEGO has a wide range of products that are

manufactured around the world. Their targeted age is 4-12, but it appeals to all ages.

They offer a wide range of products such as Star wars, Scenes from movies as well as characters E.G Harry Potter LEGO. Nowadays you can even purchase LEGO video games.

They manufacture these products in factories in Denmark, Mexico and China. Lego has sworn to protect human rights and so far there have been no marks on their record.

Different Products…. LEGO Bricks which have been the ‘toy of the

century’ twice. The brick was launched in 1958.

Different Products…. LEGO characters/scenes from different TV shows

and Movies. This one is LEGO star wars.

Different Products... LEGO Video Games. LEGO makes video games for

console (Xbox, Play station etc) as well as PC. They have all the famous titles such as LEGO harry Potter, Batman, Ninjago and Halo.

Development of the brand.

In 1932, Ole Kirk Kristianson establishes a small business in Billund a small village in Denmark. He made Stepladders, ironing boards, Stools and wooden toys. By 1934 the company adopted the name ‘LEGO’ and the ‘firm’ had about 6-7 employees. In 1935 the first LEGO manufactured toy was made and by 1939 LEGO has about 10 employees.

1932- 1939

Development of the brand.

Lego made some progress in the 1960's. They stopped using wood to make their toys because of a ware house fire. Instead of using wood they leaned towards plastic which insured that it was durable and that it wouldn't break. In 196 they started sales in 6 different countries including Japan and Morocco. Lego Land was opened in Billund.

1960s

Development of the brand…

In 1990 LEGO publishing turned into LEGO licensing. In 1992 the worlds largest LEGO castle is built in Sweden which was in the Guinness book of world records. By 1993 LEGO south Africa was re-launched. In 1933 LEGO Land California opened and LEGO world shop were opened online.

1990s

Development of the brand

In the 2010’s LEGO has expanded more than ever. LEGO had opened several new lines including Lego Friends (it is aimed for girls aged 5-8 years). They had created yet another Lego Land, this time in Florida. The world’s largest LEGO mosaic (of star wars) had also been created. Witnessed through the example just given, Lego is and should progressing rapidly and efficiently without compromising quality.

Present day

Where is LEGO from? The LEGO brand/franchise is originally from

Denmark.

In the present day you can find LEGO stores/places that sell LEGOs In virtually every corner of the world.

You can find their products adored and played by everyone in the southern to northern hemisphere.

Head Office/Production Site…. Lego was originated in Billund, Denmark. The current

headquarters are also located there. The office is very unusual because they use large Lego and playground models in the office for furniture. The first factory for LEGO was also in Billund. Ole Kirk Christiansen (founder) built it when his ware house burnt down. It was built in 1942 and had 40 employees by 1944.

Family house (1924) and workshop (1932) Current HQ

Were are they manufactured?

LEGO bricks are molded in Billund, Denmark, Nyíregyháza, Hungary and Monterrey, Mexico as well as in several places located in China.

On top of that they have factories in Kladno, Czech Republic which handles the painting and packaging of the bricks which are produced in Hungary and Denmark.

In 2012 Mega factories on the National Geographic aired an episode featuring LEGO factories in Billund.

****LEGO has sworn to protect human rights and so far they have not made a mark on that report.****

Promotion of product? On top of being affordable, LEGO markets its products in many fun and

unusual ways. In one instance, they created a promotional video that shows what life would look like if you were a LEGO doll, not many companies do that to promote the fun aspect of their products. They also create T.V. shows which showcase their goods such as Ninjago.

Ninjago is a TV show (made by LEGO) that is targeted for children aged 4-8. There are some odd ways that LEGO likes to catch their consumers’ attention. The unusualness and quirkiness is what gets and got them to the top.

Why has this brand been successful?

LEGO has also been more successful than other brands as it appeals to even the adult market. It provides them with visually appealing products that they can use. Statistics show that adults constitutes to 5-10% of all LEGO purchases.

LEGO has been very strategic with marketing its products as many people as children had LEGO so when they grew up, and had kids (LEGO suspected that) they would probably end up going out and buying LEGO for their own kids so they can live their own experiences through their kids.

LEGO is made from high quality products so parents will want to buy that for their kids as they will last longer. It also has a high educational value to it AND the kids think it is fun so for many parents LEGO is perceived is ‘fun and educational’; the best combination ever (for them and their kids).

Bibliography (MLA) "Lego about Us. LEGO.com. N.p., n.d. Web. 2 Oct. 2013.

Quora. "Why Was 2012 LEGO's Most Successful Year In Terms Of Revenue?" Forbes. Forbes Magazine, 02 Aug. 2013. Web. 02 Oct. 2013.

"LEGO®." LEGO.com About Us The LEGO Group. N.p., n.d. Web. 02 Oct. 2013.

"Ole Kirk Christiansen." Biography. N.p., n.d. Web. 2 Oct. 2013.

Pictures-

Mostly screenshots

"Denmark." Wikimedia. N.p., n.d. Web. 2 Oct. 2013.

"Flag of Denmark." Wikimedia. N.p., n.d. Web. 2 Oct. 2013.

"Step Ladders." Wikimedia. N.p., n.d. Web.

"Wooden Toys." Wikimedia. N.p., n.d. Web. 2 Oct. 2013.