Presented by Chin Joe Yee
Presented by Chin Joe Yee
Founded by Ole Kirk Kristiansen in 1932
The second largest toy manufacturer in the world
main product is LEGO® brick
another trademark is their mini figure™
“Only the best is good enough”
Care for education and incorporate within
combines unique, inspiring qualities of LEGO bricks with STEM subject
Develop product series according to the age categories.
Discover new direction & continuous update
attractiveness
Get into Architecture design and TV, mini movies, games,etc
LEGO Friends as a series aimed to girl’s market
Developed the MINDSTORMS series in 1990s
Came out with LEGO CUUSOO
LEGO Architecture series
LEGO ClubLEGO Friends
LEGO CUUSOO
For LEGO fan to share their ideas with LEGO
Projects with 10,000 supporters have the chance to become an official LEGO products.
Get 1% of the total sales of the product
Problems Area
Expended into too many different areas,
company had lost its way
Fail to patent LEGO Brick as the advantage to competitors
rise of computer games increasing squeeze on the traditional toy
market
high cost of production, a brick – had grown to almost 15,000
record profits of £660 million in 2012, number-one toy manufacturer by market share in Europe and Asia,
number two in North America in this September
LEGO FRIENDS be the first Christmas wishes gift in 2011 among girls
Luca’s case brings hope to the loyal LEGO fan
Maintained a lower cost with multi-production
Response & Effects