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LEGO is a toy company that started in 1936. Article 1 : LEGO GROUP

The LEGO Group

The name 'LEGO' is an abbreviation of the two Danish words "leg godt", meaning "play well". It’s our name and it’s our ideal.

The LEGO Group was founded in 1932 by Ole Kirk Christiansen. The Company has passed from father to son and is now owned by Kjeld Kirk Kristiansen, a grandchild of the founder.

It has come a long way over the past 70 years - from a small carpenter’s workshop to a modern, global enterprise that is now, in terms of sales, the world’s sixth-largest manufacturer of toys.

 The purpose and vision of the LEGO Group is to inspire children to explore and challenge their own creative potential.

•  We strive to accomplish this by offering a range of high quality and fun products centred around our building systems.

•  In the hands of children, the products inspire the unique form of LEGO play that is fun, creative, engaging, challenging - all at the same time.

•  This activity supports the child, giving it the special pride of accomplishment. In the process it "automatically" or playfully develops a set of future, highly-relevant capabilities: Creative and structured problem-solving, curiosity and imagination, interpersonal skills and physical motor skills - building with LEGO bricks is thus about "learning through play".

The LEGO Brand

The LEGO brand is more than simply our familiar logo. It is the expectations that people have of the company – towards its products and services, and the accountability that the LEGO Group feels towards the world around it. The brand acts as a guarantee of quality and originality.

We shall achieve our mission by constantly focusing on our strong brand.

Children are our role models
Children are inquisitive, creative and imaginative – with an innate urge to learn. We must stimulate the child in each of us!

We have a definite approach to quality, and we want to be the best and most credible player in the toy business. We strive constantly to develop innovative products which promote creativity and fun-packed play.

These are the values that make the LEGO brand unique – and give us the edge on all the others.

The LEGO Brick - Toy of the Century

The LEGO brick is our most important product. This is why we are proud to have been named twice – “Toy of the Century”. Our products have undergone extensive development over the years – but the foundation remains the traditional LEGO brick.

The brick in its present form was launched in 1958. The interlocking principle with its tubes makes it unique, and offers unlimited building possibilities. It's just a matter of getting the imagination going – and letting a wealth of creative ideas emerge through play.

The Future Direction

After a couple of difficult years, the LEGO Group has demonstrated with its latest accounts that the company is back on track. Over the next two years we shall focus on building a strong, profitable enterprise. This will be the foundation for growth in the years that follow.

The company’s vision builds on a continuation of the LEGO brick. The very essence of play with LEGO bricks is the enjoyment of building – enabling children to release their creativity and develop new things, and in the process expanding their imagination. LEGO play is learning how to think in both structured and creative mode – simultaneously.

Shared Vision
LEGO Group strategy for the period to 2010 goes under the name of Shared Vision. The strategy is made up of many components – but its core remains unchanged.

We must:
•  Be the best at creating value for our customers and sales channels.
•  Refocus on the value we offer our consumers.
•  Increase operational excellence.

The strategy underlines the continued importance of focusing on profitability within the organisation. The situation facing all toy manufacturers at present is that they are pressured from many quarters – by consumers, customers and competitors. The LEGO Group meets this challenge with a determination to bind consumers, fans and retailers even closer to our organization.

At the same time, the Group will increasingly refine and improve its product range to enable its new products to compete, for example, with the many electronic products on the market.

It continues to be the LEGO Group’s primary purpose to supply good, healthy play - developing children and helping them to face the challenges of tomorrow. Lego Brand Links:

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