for corporations to embrace new engagement strategies in order to sell their product. A prime example of this is from The LEGO Group, who has strategically used digital technology to their advantage in order to boost their profitability. However, LEGO has expanded far beyond the urgency to sustain a business, and is now capitalising on the success of transmedia branding. LEGO shows that a company can be both creative and profitable. Ultimately, transmedia branding is an effective platform for creativity
Description The LEGO Group organization is famous due to its flagship product – colourful plastic bricks that can be interlocked to form a variety of figures, and then disconnected again. These binding bricks originated in a wooden form when the company was first established in Billund, Denmark by Kirk Kristiansen in 1932 (The LEGO Group, 2012), and today’s well known plastic version was introduced in 1958 (Rosenberg). The company’s head office is located in Billund to this day, and The LEGO Group remains
LEGO the world biggest conglomerate of toy production fight for its consumers?! This concept is illustrated in the advertisements, used by LEGO. To illustrate, one of LEGO ads introduces the concept of child with healthy mind, who doesn't watch violence and awful things on TV, because he/she plays with none violent and harmless LEGO toys. The LEGO advertisement targets the significant part of population, people who have children, such as parents, grandparents and all other relatives. It uses methods
Study LEGO: Back to Bricks LEGO, as we know, is everywhere today. Not only in their classic, cuboid shapes, but also in video games, on the movie screen, on clothes, and in the formation of theme parks populating the globe. Within a world that is increasingly being surrounded by colorful, snappable bricks, it is hard to describe LEGO as anything other than a major success story. However, the brick road has not always been yellow for the Danish firm. Up against the volatile toy industry, LEGO has had
The Lego Group: Building Strategy Problem Statement: The Lego Group has been making toys successfully for 80 years and has grown to having close to 3.16 B USD in sales for the 2010 year. They specialize in toy building sets, a sector of the market that has seen 13% growth in 2010 and is forecasted to grow further. However, the Lego Group is at a cross-road in their business plan and requires a strategic plan going forward. Currently, the company needs to look at its existing partnerships
Owais Siddiqui Professor D.Riechers English 111- Tuesday January 22, 2013 Lego Ad This paper discusses the Lego picture advertisement which reads “Kids shouldn’t watch too much TV” (see attached picture). The photograph shows a young male sitting on the sofa pointing a gun towards his temple. The surrounding picture shows a coffee table which has a bottle of an alcoholic beverage which is half-empty. There is also a fallen glass on the coffee table. The picture shows that the young person
The LEGO Group is a privately held company that is family owned. It’s headquartered in Billund, Denmark and has main offices located in China, London, Shanghai, Singapore, the United Kingdom, and the United States. It was founded in 1932 by Ole Kirk Christiansen in a carpenter shop that eventually lead to the LEGO we all know today. Most of their products are based off the trademarked LEGO brick. The name of the company is a combination of two danish words, “leg godt”, which translates into play
"What are those?" I asked my mom, walking through Toys "R" Us and pointing at a large box. "Those are Legos, you can put them together and build things," she responded. I stared at them, repeating the name in my head. Legos. It was a funny name. They looked like colorful bricks with holes in them. "Can we get them?" I asked. Sure enough, we were carrying a box of them to the checkout section. Crazy as it seemed, the small blocks mesmerized me as a kid. The different colors, sizes, shapes, all
(Working Title) A LEGO Case Study: How did the Company Adapt in an Ever Changing World? By Steven Eyles Today the brand of LEGO seems to be as ever expanding as the product itself, but with a life span of just over 82 years the company must have had to adapt and change in this ever expanding world. Even just over the past 20 years things have moved on so rapidly especially in terms of technology. 20 years ago the first full-length animated film was a year away from the cinema (Toy Story: USA release
the partnership of The Lego Group and The Royal Dutch Shell Oil Company. The seemingly unbreakable partnership between these two successful companies came crashing down in October of 2014 as a result of a smear campaign that was spearheaded by the environmental activist group Green Peace. Green Peace was able to challenge the partnership through an effective use of video and social media to spread Green Peace’s message. Green Peace created a public relations crisis for both Lego and Shell and forced