Designing New Toys : An Internal Analysis And Assessed Lego 's Core Competencies Essay

For example, as the ad says, it builds pride. You can’t teach a kid to have pride in their own work. It is something that happens just by the child learning themselves. This is important because having self-pride in your work is a life skill needed later on in life. Lego toys also open up a child’s imagination. Lego blocks all look the same when they are by themselves. When a child puts Lego blocks together it can become anything the child wants with imagination. A growing imagination is important to a child’s development as a person. When a parent understands this, it is hard for a parent to say no, this isn’t a good toy for my child. Also, what other toy could you substitute a Lego toy for that would teach the same lessons? This is the Logos part of this advertisement. Lego inadvertently makes a strong convincing case to buy their product, because of the self-conscious lessons it teaches to

LEGO® helps children move from curiosity to discovery as they gain a better understanding of the culture of innovation. Failure becomes demystified as a liability and repositioned as an asset for collecting data for the purpose of scaling their ideas.

LEGO, today, has become a household name but it hasn't always been that successful. Throughout the years, it has survived and thrived against all odds, repeatedly.

1. From early 1990s to 2004, the Lego Group, a long successful toymaker with a world-renowned brand, fell into the edge of bankruptcy. Compared with the highest revenue in 1999, the revenue in 2014 decreased by 35.6% while the net profit was negative, seven times less than that in 1999, the lowest in the past ten years. Its net profit margin and ROE were also the lowest. The gross margin and inventory turnover were all lower than its competitors. The strategic moves in the two main periods “growth period that wasn’t” (1993-1998) and the “fix that wasn’t” (1999-2004) lead to its poor performance.

Lego Corp was established in 1932 by founder Ole Kirk Kristiansen. With just 10 employees, they start crafting wooden construction toys. The most famous of these were the wooden duck. As the popularity of plastic toys rose in the mid-1950s, the company did away with wooden toys and started focusing on manufacturing plastic automatic binding blocks. As early as the beginning of the company, their motto was “Only the best is good enough.” High quality and safe products have been the focal point of LEGO Group for decades. Over the years LEGO Group has kept its word on that motto and has supplied millions of families with creative toys that last.

When I was still in the single digits, a fascination budded within me with the discovery of Legos. Although some people believe that the true purpose of Legos is to act as feet destroyers, I saw something greater. A mountain of rigid, stubby pieces could be mashed together to create an object? I first followed instruction manuals and then ventured out on my own accord to create whatever I wanted. I built, demolished, rebuilt, and stored creations that I loved, including cars,

The product that they focus on is stuffed animals. The business is for children to make a stuffed animal of their choice come to life and to be “alive”. The products being sold have boomed so much since it started. In the beginning there would be a few stuffed animals to choose from, like dogs, bears, or cats, maybe more. Then the clothing would be like a few shirts and pants. Now you can buy costumes, strollers, beds, sounds for the bears, etc. Instead of just the simple bears, there are now minions, ninja turtles, frozen bears, and many more. This business has so much business because it is a global business and you can find one pretty much wherever you

b. i. LEGO’s master brand is their building block sets. Prior to their brand differentiation, LEGO blocks were comprised of generic shapes of common building features: Walls, doors, windows, floor platforms, etc. With branding the sets as theme features, LEGO is able to lend its master brand credibility to feature sub brand and

Lego, from the Danish words “leg godt” or play well, was founded by Danish carpenter Ole Kirk Christiansen in 1932 (Herman, 2012). Known for producing iconic studded plastic bricks that were enjoyed by both children and adults, Lego produced more than 30 Lego-based video games and, through licensing agreements, popular Star Wars and Harry Potter Lego sets (Baichtal & Meno, 2011). Lego also sold a series of Arctic sets including an Arctic Base Camp, Arctic Outpost, Arctic Helicrane, Lego Ice Crawler, and Arctic Snowmobile. Those sets sold for $89.99, $49.99, $39.99, $14.99, and $6.99 respectively. Lego’s 2014 film, The Lego Movie, grossed more

LEGO Group was formed by a carpenter Ole Kirk Christiansen in 1932 in Billund, Denmark. The Word, LEGO was meant to attract kids of various age groups, it is derived from Danish phrase, “leg godt” meaning: “Play well”. Initially LEGO was produced as a wooden brick, with their motto, “Only the best is the best.” The LEGO Brick was produced in 1958 composed of interlocking tubes that offered unlimited building opportunities. The purpose of The LEGO Brick was to inspire creative and controlled problem solving, while adhering to common curiosity using your everyday imagination (Sandgaard Jensen). It was awarded “Toy of the century” by Fortune Magazine, as well as British Association of Toy Retailers. LEGOs was sold in more than 130 countries. A couple major products include: Pre-school products LEGO DUPLO, Play Themes LEGO city line, BIONICLE, and many more Licensed Products built up around movies or books also including a LEGO Education Board game. Market sizes category US, Australia, United Kingdom, New

As their name and ideal, Lego has been beloved by the children as well as the parents for decades. Not only as plastic toy bricks, but also effective educational tools, the LEGO Company enjoyed continuous growth and broaden the global brand value. The LEGO brand moved to third place in 2002/2003 with only Coca-cola and Kellogg having greater respect among families with children. Even though as the overall toy market faces challenges, LEGO’s revenue and profits are increasing rapidly, especially since 2005. This profitability didn’t change even in the current recession in the global market. The LEGO Group achieved record-breaking profits in

Currently, LEGO is one of the world’s leading manufactures of play materials. The company is guided by the motto, “Only the best is good enough,” committing to the development of children and aiming to inspire and develop the builders of tomorrow through creative play and learning. Valuing imagination, creativity, fun, caring, quality, and learning is what drives LEGO Group. By sticking to these values, LEGO holds themselves to the expectations that the people have towards the company and its products.

Lego has many diversified products, but the base of all of them are the plastic Bricks, which actually makes the company successful as the result of the possibility of rebuilt the

LEGO has rationalized production lines, reducing the number of products that could be made on each machine, adding simplicity and reducing changeover costs. It established more fixed production cycles, and better tied manufacturing to the rest of the supply chain. For example, it was no longer acceptable to make manual changes in a molding machine without

One of their first patents passed in October 1961, three years after the initial filing date was the concept of the Toy Building Brick. “This invention relates to toy building elements and more particularly to toy building bricks or blocks adapted to be connected together by means of projections extending from the faces of the elements and arranged so as to engage protruding portions of an adjacent element when two such elements are assembled- Toy elements of this kind will be referred to generally as building bricks, and the principal object of the invention is to provide improved coupling means for clamping such building bricks together in any desired relative position thus providing for a vast variety' of combinations of the bricks for making toy structures of many different kinds and shapes.” The full patent will not be cited, but a main aspect of this paper is to find out exactly what DOES make sense for Lego, and this here is the perfect example of a positive play on IP and protecting an invention that was created by the company that could not simply be published nor kept a trade secret as it is their main product that they offer to