Rationale Lego Groups Products After careful review of the LEGO Group website and the merchandise

As a young boy, nothing appealed to me more than Saturday cartoons. The feeling of waking up every morning feeling excited to see what this week’s episode might bring to the table. Every individual show had its own way to express itself whether it be the action, animations/art style, or even the morals it tries to projects to the viewer. Every one of these shows gave me ideas on how to expand my imagination and not to be ashamed of embracing such characteristic. Then, this one particular Saturday morning, I got up and switched on the television to be introduced to a new fictional show that I’ve never seen before. From that day forward, because of that one fictional character, I fell in love with the television series called Dragonball.

With lego games kids are encourage to build and can be more creative — along with some other games to. In most games there are achievements which kids get rewards from and then kids will try to achieve things to get himself a reward to — like being more responsible with siblings and that could get you to watch your sibling(s) when their parents are gone. Or get better grades which can get them taken out to dinner or if they keep it up longer their parents might have a special reward for them.

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, 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.

LEGO Group is very clear about their goal when it comes to early education. They are dedicated to their product and

just building blocks.  Due to the different segments that make up the toy industry, buyer power is

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

Remember when we were young and all we could think of was growing up and getting to do ‘grownup’ things? We spent our whole childhood thinking of what we would do when we finally ‘grew up’, and here we are, almost completely grown up and we still haven’t made up our mind of what it is we will do when we grow up. We’ve painted this pretty little picture in our head of what it’ll be like when we eventually do grow up, and when it finally comes for the picture to be taken off the wall and put into action, it’s not nearly as fun as creating the painting.

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 A/S Aastvej 1 DK-7190 Billund, Denmark Tel: CVR-no: Residence: Reporting Year: Internet: E-mail: +45 79 50 60 70 54 56 25 19 Billund 1 January – 31 December www.LEGO.com sustainability@LEGO.com

toy or children's entertainment market Lego remains the brand of choice in the field of construction toys despite

The Lego Group puts much emphasis on their desire to help children learn and develop essential skills purely through

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:

The LEGO Group is a privately held company based in Billund, Denmark. It was founded in 1932 by Ole Kirk Kristiansen, initially a small carpenter’s workshop (Lego Group, 2011). It has since grown into a modern, global enterprise that is now, in terms of sales, the world’s fourth-largest manufacturer of toys (Keynote, 2010). The LEGO Groups core product is a line of plastic, interconnecting building bricks, predominantly targeted at children aged 3-14 years, sold in over 130 Countries (Encyclopaedia of Consumer Brands, 1994). The LEGO Group operate globally in the Toys & Games sector, with the UK market valued at