Brazil is South America's most significant country, an economic giant and one of the world's biggest democracies, with fifth large population in the world (News.bbc.co.uk, 2013). In coming years Brazil will host two huge sport events, World Cup in 2014 and Olympic Games 2016, which have obviously some impact in PEST- analysis areas. When speaking about Brazil it is important to know about Jeito Brasileiro, the Brazilian way of doing things. In business that means that Brazilians prefer go around the rules when an obstacle presents (Morrison and Conaway ,2006).
Today LEGOLAND has all together six theme parks located in North America, Europe and Asia. Company is not fully owned by Lego Group itself, rather theme parks are owned and operated by the British theme park company Melin Entertainment, which operates in all parts of the world besides South America. Core values that LEGO want to make universal are Creativity,Imagination, Learning, Fun and Quality (Jones and Shaheen, 2013), (Merlinentertainments.biz, 2013).
According to Ministery of foreign affairs Danmark, Brazil is a federal republic with a federal government divided into three independent branches - executive, legislative, and judicial. The President has executive power (being both the Head of State and Government) although advised by the Cabinet. Legislative power is at the National Congress, while judicial power lies with the judiciary Supreme Federal Court, and the regional federal courts. The country is a parliamentary democracy with a presidential regime and next presidential,