Lego case study
Case Study: Lego is still playing, but have the rules changed? Nearly everyone around the world knows what Legos are, which certainly isn’t because of luck or happenstance. Lego expanded in to the global market long before other toys manufactures were even off the ground. The Lego brand started with simple blocks that snapped together, they create whatever the child’s mind could image. The simple toy is developmental appropriate from toddler through teens. Most toys on the market cater to a much smaller age group, but not Lego, even adults have been on record as being fascinated with their Legos (Etzel). How does a small red brick, branded Lego become a multi-billion dollar company with world-wide profitability? How can they “stay in the game” when toys are becoming electronic and licensed? Lego is a household brand, but can they stay that way?
The History of Lego spans almost 100 years of the existence of a toy that grew from a small wooden playthings in the early 20th century into the center of a vast market of plastic building bricks that dominated the world markets for decades. It is one of the oldest plastic toys in the world. Its manufacturing was started in Denmark, but was eventually replaced by factories throughout the world. Today it is one of the most successful toys and has remained an iconic brand with a loyal (sometimes cult-like) following. The traditional date for the first Lego blocks is 1947, and the toys have continued to be produced with little interruption since around that time (Mortensen). Even though adults are known fans of Legos, the companies focus is on the children, “Our sustainability and responsibility efforts revolve around children and our passion for play and learning. Every day we translate these objectives into firm steps, so we can help build a better tomorrow” (Morten). The original Legos offer an open-ended sense of play which is important for children to be exposed to. There are very few popular toys on the market
The History of Lego spans almost 100 years of the existence of a toy that grew from a small wooden playthings in the early 20th century into the center of a vast market of plastic building bricks that dominated the world markets for decades. It is one of the oldest plastic toys in the world. Its manufacturing was started in Denmark, but was eventually replaced by factories throughout the world. Today it is one of the most successful toys and has remained an iconic brand with a loyal (sometimes cult-like) following. The traditional date for the first Lego blocks is 1947, and the toys have continued to be produced with little interruption since around that time (Mortensen). Even though adults are known fans of Legos, the companies focus is on the children, “Our sustainability and responsibility efforts revolve around children and our passion for play and learning. Every day we translate these objectives into firm steps, so we can help build a better tomorrow” (Morten). The original Legos offer an open-ended sense of play which is important for children to be exposed to. There are very few popular toys on the market
Cited: Etzel, Michael J., Bruce J. Walker, and William J. Stanton. "The Field of Marketing." Marketing. 13th ed. Boston: McGraw-Hill/Irwin, 2007. 51-52 Print. Forberg Mortensen, Tine. "LEGO History Timeline." LEGO.com About Us About the LEGO Group. 2014 The LEGO Group, 9 Jan. 2012. Web. 06 Mar. 2014. "LEGO." Toys "R" Us. 2014 Geoffrey, LLC. Web. 07 Mar. 2014. Rude Trangbaek, Roar. "LEGO®." LEGO Group Turns 80. 2014 The LEGO Group, 10 Aug. 2012. Web. 07 Mar. 2014. Sandgaard Jensen, Martin Vang. "The LEGO Brand." LEGO.com About Us About the LEGO Group. 2014 The LEGO Group, 07 Dec. 2011. Web. 06 Mar. 2014. Vestberg, Morten. "LEGO®." LEGO.com About Us About the LEGO Group. 2014 The LEGO Group. Web. 06 Mar. 2014.