Lego Toys And The Lego Company

Did you know that LEGOs can boost young children’s engineering skills (MIT School of Engineering)? It’s true! Studies show that LEGOs can prove important for developing skills used later in life. From pink, to blue, to long or thick, LEGOs are building blocks that come in all colors, shapes and sizes. With dots on the top, and holes on the bottom, LEGOs are designed to interlock enable to form structures. LEGOs help many young children develop skills such as early engineering, fine motor skills, an creativity.

The use of LEGOs is an extraordinary thing, but it is shocking to see exactly how controversial a small toy can become. People of all ages have been found to enjoy this toy. Companies and organizations such as MIT and NASA have even found a use for them. The toy has become known as a child’s imagination tool and has not been exclusively used for adults. The documentary shows that adults come together to compete in competitions on who can create the greatest LEGO sculpture. Many people may not know just how big this toy is used around the world.

There was the change in the business strategy in the company that was brought up by the new CEO. The strategy was to survive, cut costs, sell businesses, generate cash and ignore the dash for the growth in the immediate future. Lego was known for the traditional blocks and components that will allow children to build anything with their imagination. The business strategy was to broaden the Lego products for the other customer segments. They created the

The LEGO Group, as the third largest toy manufacturer worldwide, has long been popular and well respected for its building system which employed interlocking bricks using a stud-and-tube coupling system. In order to keep up with the continuing huge demand of strong volume growth of such products, considerably high precision manufacturing process with decreased lead time and cost deem necessary for driving the company success. Concept Center engineers had come up with significant innovations on improving both the speed and precision of their manufacturing processes such as plastic injection molding process which has boosted productivity and output greatly. Hence, it is of upmost important to protect such inventions, as core competences, sufficiently so as to allow the company to utilize them to the full. Several protection mechanisms, e.g. patent, trade secrets, publication, etc., have been discussed and considered by top management of the LEGO Group.

Similarly, the LEGO company first became established in 1932, eventually creating the iconic plastic blocks recognized today by nearly everyone, in 1949, creating a phenomenon that would sweep the nation for decades and generations to come.

The Lego Group tried to catch up the market trends during the period, but they ignored that the industry total profit pool decreased by 50% Between 1999 and 2003. It's naturally for players to reduce mass production and focus on core competency. However, the Lego Group invested significantly in expansion not only in brick-based product lines, but also beyond the brick. The expansion was not focusing on its core competency.

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.

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

Ever since LEGO started experiencing double digit annual sales growth, (by launching new toy games, branded theme parks, entering the video game sector, introducing mobile applications, introducing toys for girls, etc.) they realized they needed a model that was standardized, modular and scalable. Hence, allowing them to expand to new markets in a less amount of time. They already had a decently established market in USA and UK; they were looking for an expansion in other countries as well. This model had to tackle major issues like scalability challenges, employee

In 2002 and beginning of 2003 LEGO struggle with low sales and an increase in their inventory levels due to an intensification of their competitors, adapting their process as LEGO did in the beginning

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 is one of the largest companies in Denmark and a company with a very strong brand. But even so, their economy fell apart in 2003-2004 and we are interested in what they did wrong and what they did to turn their significant loss around to a profit in 2005. So our problem is:

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