Confidential and Proprietary Information - DO NOT COPY ©2013 …cimmusorg.startlogic.com/wp-content/uploads/2012/07/CIMM... · 2013. 4. 18. · Retail Catalog Partnerships & Promotions

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Our Background

Founded by a carpenter,

Ole Kirk Christiansen

Family-owned, privately held since 1932

The word “LEGO” means “play well”

Global HQ in Denmark

Sold in 130+ countries

#1 construction toy brand!

Third largest toy company

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Our Mission Inspire & develop the BUILDERS OF TOMORROW.

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Our Core Values

Creativity

Imagination

Learning

Fun

Quality

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Our Brand Essence

The JOY of building!

The PRIDE of creation!

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4+ Construction

Preschool Construction

Girls Play Sets

Children’s Games

Categories In Which We Operate

Video Games

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Our Fun Stuff

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Over 400 million

children play with

LEGO Products

Our Fun Stuff

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There are 75 LEGO

bricks for each

person in the

world

Our Fun Stuff

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Six 2x4 LEGO bricks

can be combined

in more than

915 million ways

Our Fun Stuff

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7 LEGO sets are sold

per second around

the world

Our Fun Stuff

LEGO is the Top 3

Video Game

property

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Our Fun Stuff

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LEGO is the

world’s largest

tire

manufacturer

Our Fun Stuff

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Minifigures

are the world’s

largest population

Why LEGO Joined CIMM

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C oalition

I nnovative

M edia

M easurement

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Media Types

PR

PAID PARTNER OWNED EARNED

TVC

Media Partners

User Generated Video Games

Brand Retail

Club Magazine

TV Series Legoland

Discovery

Media Types - Video

LEGO Performance vs. Industry

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Source: US NPD Consumer Panels

100 98 98 98 95 94 96 94 90

100 112 114 129

179

225

301

368

439

0

50

100

150

200

250

300

350

400

450

500

2004 2005 2006 2007 2008 2009 2010 2011 2012

Ind

ex 2

00

4 =

10

0

Toy Market

LEGO Company

CONSUMER

LEGO.com

Games/ Apps

In-store

In-store

LEGO.com

Video Games

FAMILY

GIFT GIVER/SHOPPER

TVC

Paid Search

Digital Display

Social

VOD

YouTube

Kidsfest

LEGOLAND Parks

Events

In-Store Events

Video Games

LEGO.com

Paid Search

Blog

Play Experience

Frequency

NPS

LEGO.com

Amazon

Google

Retailers

Discovery Centers

Events

PR Social Media

Play Experience

Occasion

6-8

9-11

NPS

NPS

CLUB

Print

Outdoor/Billboard

Apps

TV Series

Wish list App

TV Series

Brand Retail

Catalog

Partnerships & Promotions

VIP

M&P D2C Merlin Global/Oth

Partnerships & Promotions

VIP

Catalog

Marketing to Dads

email

email

MyLEGO

In-Store Events

Consumer Services

Consumer Services

Interest Awareness Desire Wish List Ownership Post Purchase Shopping

CRM

Our experience so far….

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•Marketing Mix Modeling Return on Investment Return on Objective

•Begun to instill a Mindset •Exploring new ways to measure •So much more to do…

Our Challenge

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Develop and leverage new digital measurements to evolve our capabilities to understand, value and

simulate the unique and complementary effects of each activity across our various consumer groups to better

guide marketing planning & investments

Let’s build

something

together.

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