A short presentation 2016 - The LEGO Group - LEGO.com
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The LEGO Group A short presentation 2016
Contents Based on the iconic LEGO® brick, we are
one of the world’s leading manufacturers Inspiring and developing children through
of play materials with headquarters
in Billund, Denmark, and main offices in
play and learning is what we have been
Enfield, USA, London, UK, Shanghai, China,
and Singapore.
dedicated to since my grandfather,
Company snapshot
Our reason for being
1
2 This booklet provides highlights on how
Ole Kirk Kristiansen, founded our company
The LEGO® Strategy
Organisational structure
3
4
we set out to achieve our mission to inspire
and develop the builders of tomorrow
in 1932 on the values that were important
The LEGO Foundation
LEGO® Education
4
5
through creative play and learning. to him. I believe the reason for our universal
Key figures 2015 6
appeal is that we have stayed true to these
Play experiences for every child
Highlight of LEGO® products
7
10
core values: Imagination – Creativity – Fun
Innovation and production 13
– Learning – Caring – Quality.”
Innovating for children 14 — Kjeld Kirk Kristiansen, third
Quality and safety above all else 14 generation owner of the
Production fun facts 16 family-owned LEGO Group
Company timeline 17
Building a better tomorrow 21
LEGO® communities 25
LEGO.com 26
LEGO® Club 26
LEGO® adult fan communities 29
LEGO® Social Media 29
Experience LEGO® play 31
LEGO® Build the Change 33
LEGO® Inside Tour 33
FIRST® LEGO® League
and FIRST® LEGO® League Jr. 34
LEGO® Brand Retail Stores 35
LEGO® House 36
LEGOLAND® Parks 37
Using the LEGO® brand name 37
2 COMPANy SNAPSHOT 3
Our reason The LEGO®
for being Strategy
We are committed to emphasising play as a It is the LEGO Group’s aspiration to further
significant contributor to children’s development. globalise and innovate the LEGO® System
Play has a profound impact on children’s in Play through:
social, emotional and cognitive skills. This is
why all LEGO® play experiences are based
on the underlying philosophy of learning and Sustaining core commercial Leveraging digitalisation
development through play. and operational momentum We consider digitalisation as a way to make
We will sustain the growth of our core business, our core business – physical LEGO® play –
The LEGO System in Play is universally appealing covering children aged 1½-11, through even more attractive and exciting. To do this,
and has unlimited possibilities. It encourages development of great products within existing we will leverage digitalisation over a broad
children around the world to engage in fun and product lines, but also through developing and range of topics – e.g. integrating physical and
creative play and allows them to build anything launching new product lines. Also, we will digital play, e-commerce, marketing and our
Jørgen Vig Knudstorp they can imagine. initiate ongoing improvement initiatives across business/enterprise system.
President and CEO of the family-owned the entire company.
LEGO Group Children’s wellbeing is our utmost concern. Creating the organisation of the future
Our main contribution to help children grow Expanding global presence We will build a truly global and diverse
up as stronger shapers of their own future We will expand our global presence – eventually organisation to meet the adaptive challenges,
The most important impact is through the playful learning our play experi- reaching children in every country of the world. gain competitive advantage against
ences deliver. We will do this commercially through focus intensifying competition and build required
we have on the world is on new emerging markets such as China, stewardship of environment, governance and
providing children with fun Throughout our operations, we constantly aim operationally through the establishment of new social responsibility.
and exciting high-quality higher and strive for new ways to optimise our factories and organisationally through the
social and environmental footprint, ultimately establishment of centrally located main offices.
LEGO® play experiences that to leave a positive impact on the world our
develop the essential skills children will inherit.
and competences they need
to create a better future for
themselves and our planet.”
COMPANy SNAPSHOT 4 COMPANy SNAPSHOT 5
Organisational The LEGO
structure Foundation
The LEGO Group consists of several subsidiaries, From South Africa to Ukraine, the LEGO
including LEGO® Education. 75% of the Group Foundation aims to make children’s lives better
is owned by the third and fourth generations of – and communities stronger – by building
the Kirk Kristiansen founding family, Kjeld Kirk a future where learning through play empowers
Kristiansen and his three children, through their children to become creative, engaged, lifelong
investment company KIRKBI A/S. The remaining learners.
25% is owned by the LEGO Foundation.
There is an increased global attention to the
Kjeld Kirk Kristiansen functioned as President need for children to develop stronger life
and CEO of the LEGO Group from 1979 to skills, including critical thinking, creativity, and
2004 when Jørgen Vig Knudstorp succeeded social skills. The LEGO Foundation invests
him as President and CEO of the LEGO Group. in early childhood development because
it provides exceptional returns, not just for the
Today the LEGO Group Management Board chances of individual children, but also for
represents four strategic business areas: society as a whole.
Operations, Market Management and Develop-
ment, Product and Marketing Development, Partnering with e.g. organisations, academic LEGO® Education
and Business Enabling. institutions, school systems and governments
who already work within the field of play and
Learn more: www.LEGO.com/aboutus quality early childhood education is essential LEGO® Education offers playful learning LEGO Education takes the pursuit of hands-on
to achieve a strong, sustained impact. experiences and teaching solutions based learning very seriously and does this in
on the LEGO brick, curriculum-relevant conjunction with educators who play a critical
The LEGO Foundation activities are funded material, and physical and digital resources role in encouraging students’ budding interest
Based on a joint through the 25% ownership of the LEGO Group. for preschool, elementary, middle school, during the span of their academic careers
commitment and dedication and afterschool. in-school and in after-school programmes,
Learn more: www.LEGOFoundation.com such as FIRST® LEGO® League and World
to develop children through In partnership with educators for more than Robotics Olympiad.
play and learning, there 35 years, LEGO Education supports teaching
is a strong collaboration in an inspiring, engaging, and effective way. Learn more: www.LEGOEducation.com
LEGO Education’s educational solutions, which
between the LEGO Group, range from the humanities to science, enable
the LEGO Foundation and every student to succeed by encouraging
LEGO® Education. them to become active, collaborative learners,
build skills for future challenges, and establish
a positive mind-set towards learning.
COMPANy SNAPSHOT 6
Key figures
Play
Approximate no. of children reached
through joint activities by the
2015 LEGO Group, LEGO® Education and
the LEGO Foundation:
100 million
experiences
0 for every child
Revenue: Product recalls
DKK 35.8 billion since 2009:
Employees:
Net profit: 17,000+ Markets:
DKK 9.2 billion of more than
70 nationalities 140+
Being committed to bringing high-quality
LEGO® play experiences to millions of
children around the world, we are focused
on providing a product range that reflects
the individual needs and interests of
every child.
PLAY EXPERIENCES FOR EVERY CHILD
COMPANy SNAPSHOT 8
6
LEGOKey
®
playfigures
experiences enable learning through play no. of children reached
Approximate
through joint activities by the
by encouraging children to reason systematically and
2015 LEGO Group, LEGO® Education and
think creatively. They offer endless hours of engagement,
the LEGO Foundation:
100 million
as all LEGO bricks are based on the LEGO System in Play,
allowing children to build anything they can imagine
– over and over again.
0
Revenue: Product recalls
DKK 35.8 billion
LEGO® products are challenge-graduated From curious small hands to exiting roleplay
to reflect the fact that children grow older and since 2009:
and advanced building challenges over to
develop. Most of our products include building engaging digital and educational exploration,
instructions to provide inspiration and ensure we seek to provide a product assortment
that children experience different building broad enough to appeal to every child.
techniques and challenges suitable for their
Employees:
Net profit:
age and skills.
17,000+ Markets:
DKK 9.2 billion
Theme-based LEGO products provide
storytelling settings that children can immerse
Only of70the
more than
nationalities 140+
imagination
themselves into and further shape their own
stories around – be it LEGO owned themes
sets the limit to
or themes based on licensed products.
what you can build.
Our digital offerings provide exciting avenues
to extend the physical LEGO play experience
and open up for even more fun and creative
LEGO play experiences; and LEGO online
gaming, videogames, console games, Apps,
TV series, and movies are all great means
to do this.
COMPANy SNAPSHOT
PLAY EXPERIENCES FOR EVERY CHILD 6
10 PLAY EXPERIENCES FOR EVERY CHILD 11
Key figures
Highlight of Approximate no. of children reached
LEGO Themes LEGO® LEGO®
®
through joint activities by the Collaborations Educational
2015
LEGO ®
products LEGO Group, LEGO® Education and
the LEGO Foundation:
LEGO® BuildMe
100 million
LEGO® City
Emotions
(5+)
LEGO® (3+)
Star Wars™
(5+)
0
LEGO®
Revenue: LEGO®
Classics Product recalls LEGO® NEXO
StoryStarter
(6+)
DKK 35.8 billion
KNIGHTS™
LEGO®
since 2009: (5+)
Advanced
LEGO®
Minecraft™
LEGO® DUPLO® (5+)
LEGO® WeDo
(1 1⁄2 -5)
2.0 (7+)
LEGO®
Employees:
Net profit: 17,000+ Markets:
LEGO®
NINJAGO™
Technic
(7+)
DKK 9.2 billion 140+
(5+)
LEGO® Marvel
LEGO® Juniors of more than Super Heroes
(4-7) 70 nationalities (5+) LEGO® Machines
and Mechanisms
(8+)
LEGO® Friends LEGO®
(5-12) Architecture
(12+)
LEGO®
LEGO® Classic DC Comics
(4-99) Super Heroes
(5+) LEGO®
MoreToMath
LEGO® Elves (6+)
(5-12)
LEGO®
MINDSTORMS®
(7+)
LEGO® | Disney LEGO®
LEGO® Creator Princess™
(4-99) MINDSTORMS®
LEGO® (5-12) Education
Minifigures (10+)
For a full overview of (5+)
LEGO® products, please visit:
www.LEGO.com/products
PLAY EXPERIENCES FOR EVERY CHILD
COMPANy SNAPSHOT 12
6
Key figures
Innovation and
Approximate no. of children reached
through joint activities by the
2015 LEGO Group, LEGO® Education and
the LEGO Foundation:
100 million
production
0
Revenue: Product recalls
DKK 35.8 billion since 2009:
Employees:
Net profit: 17,000+ Markets:
DKK 9.2 billion of more than
70 nationalities 140+
Our longstanding focus since 1932 on
providing fun and engaging play materials
of the highest quality and safety is a true
Did you know that there testimony that we believe children
are 915,103,765 ways to deserve only the best.
combine six two-by-four
LEGO® bricks of the
same colour?
InnOvATIOn COMPANy
And prOducTIOn
SNAPSHOT
PLAY EXPERIENCES FOR EVERY CHILD
14
12
6 Physical and chemical testing 15
– a few examples:
Approval
tive
Innovating for children
Key figures Approximate
eg isla fety
through
L y s ljoint
a m
of raof
no.
ate ri
w children
als
activitiesdby
N reached
ele ew
m
esi the
en
All our production facilities adhere to the same strict
safety and quality regulations, and the methods
al s gn ts
2015 to ecGroup,
LEGO r LEGO® Education
the LEGO Foundation: SAFETY
ed and Bite test
We simulate a child
Impact test
We drop a 1 kg metal
Compression test
We simulate a young
used to produce LEGO® elements are standardised
across our factories. This ensures equally high
ASSESSMENT
While our designers have solid insight into children’s
100 million
biting LEGO® dupLO® disc onto potential child stepping on
feed mer
quality across all LEGO elements regardless of which
ck
elements to ensure weak points on LEGO® certain LEGO® elements
Saf t
play patterns and interests at different ages, our
su
ba
that nothing breaks dupLO® elements by pressing a metal of the five LEGO factories they are produced at:
tes
ety
Com
most valuable insight comes from children them- off during play. We use from a height of 12 cm. disc with a force
INTERACTION
a device shaped as This is to ensure equivalent to 15 kg on
CONSUMER
selves. Including children in concept and product
TESTING
a child’s mouth and the element does not the element to ensure Monterrey, Mexico: Billund, denmark: nyíregyháza, Hungary:
testing phases is therefore an integrated part of our bite with a force break or splinter that it does not break Moulding and Moulding of LEGO® Moulding and
0
product innovation cycle. equivalent to 22.5 kg. during play. or splinter during play.
a s d mo e n t
processing of LEGO® System elements packing of LEGO®
Revenue:
Distr les
Product recalls
System elements, System and LEGO
ss m e l
an e le m
ent
packing of LEGO dupLO® elements, and
d
& sa
Furthermore, all feedback we receive on LEGO®
DKK 35.8 billion
ib u
System and LEGO processing of LEGO
play experiences from children and parents, once
sinceP R O2009:
GO
dupLO® elements dupLO elements
ti o
D U CTIO N
se
n
LE
our products have been explored throughout Drop test Full ingredients list Hazard classification
playrooms across the world, is taken very seriously 3r n
d
a p - p ar ti o We drop the elements We have the full ingre- We consult official
and used as a crucial source in updating and t duc from a height of 1.5 m dients list of every raw hazard classification
pr o
ov a y
S a fe t y P r te st and 1.0 m five times material and decoration databases to check
improving LEGO play experiences. l onto a hard surface ink we use for LEGO® if individual substances
c on t r o l
Employees:
Net profit: Markets:
to ensure that LEGO® elements. We consider have an inherent
17,000+
dupLO® and LEGO whether any additional hazard that a child
elements do not substance could could be exposed to
DKK 9.2 billion 140+
splinter or break when theoretically be during play.
of more than a child drops them present, for example
70 nationalities during play. through unintentional
Quality and safety The four stages of the LEGO
Group’s Safety Assessment
contamination.
above all else
Colour migration Content analysis Substance migration
We perform chemical We make a total We also determine
Each LEGO® element and all LEGO products adhere The LEGO Group’s meticulous approach to product Kladno, czech republic: Jiaxing, china:
Did you know that there
to the strictest global safety and quality standards. quality and safety has ensured us zero product
tests where we simulate
children subjecting
LEGO® elements to
content analysis to
determine that no
substances are
that no substance
migrates from LEGO®
elements, at any level
processing and packing
of LEGO® System elements
packing of LEGO® System
elements (also moulding and
To make LEGO elements as safe as scientifically recalls since 2009. Our world-class accomplishments
are 915,103,765 ways to
processing of LEGO System
sweat and saliva. This present above legal of concern, taking into elements and packing of
reasonable we begin our work as soon as the idea in making safe products enable us to play a central ensures that no colour limits or internally consideration that LEGO dupLO® elements
combine six two-by-four
of a new LEGO product is born. role in major associations promoting and regulating pigments migrate from adopted limits. children could put once fully operational in 2017)
the LEGO element LEGO elements in their
toy safety in the world, including the European and when in contact with mouth during play.
LEGO® bricks of the international toy safety standardisation committees. these fluids. Learn more: www.LEGO.com/responsibility
same colour?
Production COMPANy SNAPSHOT
PLAY EXPERIENCES FOR EVERY CHILD LEGO® tyres produced in 2015: 16
12
6
fun facts 675,000,000+
Key figures
Company
Approximate no. of children reached
through joint activities by the
2015
No. of different colours Approximate
LEGO Group, no. of LEGO
LEGO® Education
elements
the LEGO Foundation: sold in
and ®
2015:
used in production:
10072million
billion
60+ – in more than
140 countries timeline
0
Revenue:
LEGO® Minifigures
Product recalls
produced in 2015:
DKK 35.8 billion
LEGO products offered in 2015:
®
since 2009:
725,000,000+
600+ hereof 355 new, including 17 digital
– all developed by 250+ designers
representing more than 35 nationalities
Employees:
Net profit: Markets:
No. of different types 17,000+
1x1 140+
The moulds used to produce LEGO ®
DKK 9.2 billion
elements are accurate to within four
my (= 0.004 mm) – less than the
of more than
of LEGO® elements: 70 nationalities
Through almost a century, the LEGO Group
3,600
width of a single hair. This accuracy In 2015, the 1x1
ensures what we refer to as round plate was
clutch power
the LEGO® element
produced in the
has grown from being a small local com-
largest numbers
with a total of
pany into being one of the world’s leading
Did you know that there suppliers of creative play and learning
o
2,396,000,000
C
in various
During the moulding process the plastic is heated
areto915,103,765 ways
230-310 C before injected
o
to with
into the moulds colours materials. Here is a timeline summing up
a pressure of up to 29,000 psi. In comparison, a car’s
combine
tyre pressuresix
is 29 totwo-by-four
43 psi. On average, it takes a family belief in an idea, the meaning and
LEGO bricks of the
ten seconds
® to cool and eject new elements
substance of the LEGO® name and brand,
same colour? and our most iconic historical events.1960 A fire destroys the
company’s wooden toy ware- 1978 1989
house and the production of
wooden toys is discontinued 1977 LEGO® Technic is Kjeld Kirk Kristiansen
launched – challenging develops the “System
older children to build within the System” to
1962 The LEGO® wheel 1986
like in real life offer children the right
is launched, introducing
products at the right age
movement to the LEGO
• Kjeld Kirk Kristiansen, and for the right purpose.
System in Play
grandson of Ole Kirk New product program-
Kristiansen, joins mes and themes such
the company as Castle, Space and
management Town are launched as •
part of this strategy
1958 •
The LEGO® brick is patented 1975 The LEGO is launched bringing
with a new coupling Group establishes role-play to LEGO play
principle, the one we know a sales office in Enfield,
today, opening up to endless USA – today representing
building possibilities 1992
1963 one of the LEGO Group's five
global main offices 1979
Godtfred Kirk Christiansen Kjeld Kirk Kristiansen
announces the 10 LEGO® becomes CEO of the LEGO
characteristics: Group. Being the first within
1. Unlimited play possibilities 1969 the owner family to hold
a formal business degree,
2. For girls, for boys LEGO® DUPLO® bricks – twice 1984
3. Enthusiasm at all ages the size of a LEGO brick on he brings new ideas and
4. Play all year round renewed energy into the
all dimensions – is launched
5. Stimulating and harmonious play
globally for the company and has one primary
6. Endless hours of play
7. Imagination, creativity, development youngest focus: children and their
8. More LEGO, greater play value children development. “Our products
9. Always topical must exist on children’s own
10. Safety and quality terms. To put it simply: what
the future LEGO products
1957 do in the heads of tomorrow’s
children is important”
1980
Godtfred Kirk Christiansen 1964 The first LEGO® build-
takes over the day to day ing instruction is introduced
management from his father.
1996
He sees himself as a
manufacturer: “We want
only the best … we must
•
make better bricks from
1968 The first
even better material
LEGOLAND® Park opens
on even better machinery.
in Billund
We must get the best
people for our company”1960 A fire destroys the
company’s wooden toy ware- 1978 1989
house and the production of Ole Kirk Kristiansen is
wooden toys is discontinued 1977 LEGO® Technic is Kjeld Kirk Kristiansen inducted into the Toy
launched – challenging develops the “System Industry Hall of Fame, USA,
older children to build within the System” to with tribute payed to “an
1949 The forerunner of the 1962 The LEGO® wheel 1986 LEGO® Technic Com- 2000 A LEGO® factory opens
like in real life offer children the right extraordinary craftsman who
LEGO® bricks we know today, is launched, introducing puter Control is launched in Kladno, Czech Republic
products at the right age helped shape our industry
is launched under the name movement to the LEGO as one of the first outcomes 2001 LEGO® Creator products,
• Kjeld Kirk Kristiansen, and for the right purpose. in ways too numerous to
“Automatic Binding Bricks” System in Play of the LEGO Group and encouraging children and
New product program- count and more permanently
2007
grandson of Ole Kirk MIT Media Lab partnership. adults to build without rules
Kristiansen, joins mes and themes such than he could have imagined”
• Ole Kirk Kristiansen sees LEGO products for use in and limitations, are launched
the company as Castle, Space and Thomas Kirk Kristiansen
potential in plastic bricks and schools highly benefit
management Town are launched as • The LEGO® Pirates joins the Board of Directors,
tries to convince his sons: from this invention
part of this strategy theme is launched. representing the continuation
1958
“Have you no faith? Can’t you 1953 Automatic Binding The pirate Minifigures are of the Kirk Kristiansen
see if we do this right, we Bricks change name to • The LEGO® Minifigure the first to have multiple family ownership
1999
1932 Master carpenter and can sell these bricks all over LEGO® Mursten (LEGO Bricks). The LEGO® brick is patented 1975 The LEGO is launched bringing facial expressions
joiner, Ole Kirk Kristiansen, the world?” The name “LEGO” is now with a new coupling Group establishes role-play to LEGO play
starts making wooden toys. moulded on every brick principle, the one we know a sales office in Enfield, The LEGO® brick is elected 2005 The LEGO Group sells
As an apprenticed carpenter, today, opening up to endless USA – today representing “Toy of the Century”
1992 The first LEGO ® the LEGOLAND® Parks to
building possibilities
he pursues high quality and
craftsmanship in everything 1955 1963 one of the LEGO Group's five
global main offices 1979 Imagination Center opens
in Mall of America in
• LEGOLAND® California
opens
Merlin Entertainments Group
and becomes a major share-
2002
he does Godtfred Kirk Christiansen Godtfred Kirk Christiansen Kjeld Kirk Kristiansen holder of Merlin
Bloomington, MN, USA.
launches the LEGO® System announces the 10 LEGO® becomes CEO of the LEGO Entertainments
Five years later, a second
in Play as a structured characteristics: Group. Being the first within
1969 1998 The LEGO Group and The first LEGO® Brand Retail Group
one opens in Downtown
system of products – the the owner family to hold Store opens in Cologne,
1. Unlimited play possibilities Disney, Orlando, FL, USA. MIT Media Lab launch LEGO®
more bricks you have, 2. For girls, for boys LEGO® DUPLO® bricks – twice a formal business degree, Germany – the same year
1984 The LEGO Group These centers form Mindstorms®, an
the more you can build. 3. Enthusiasm at all ages the size of a LEGO brick on he brings new ideas and LEGOLAND® Deutschland
initiates a visionary part- inspiration for LEGO intelligent LEGO
“Our idea has been to create 4. Play all year round renewed energy into the opens
all dimensions – is launched
a toy that prepares the child
for life – appealing to its
5.
6.
Stimulating and harmonious play
Endless hours of play globally for the
youngest
company and has one primary
focus: children and their
nership with MIT Media Lab
(Massachusetts Institute of
Brand Retail Stores brick integrating
robot technology
• The LEGO Learning Institute,
2004
1934 1946 Ole Kirk Kristiansen 7. Imagination, creativity, development Technology) USA – the goal and the LEGO LEGO® licensed Minifigures
imagination and developing 8. More LEGO, greater play value children development. “Our products dedicated to researching no longer have yellow faces
orders his first plastic being to add intelligence building system
the creative urge and joy of 9. Always topical must exist on children’s own children’s imagination,
Combining the two Danish injection moulding machine and behaviour to LEGO® play – Harry Potter, for example,
creation that are the driving 10. Safety and quality terms. To put it simply: what
words “Leg Godt,” meaning creativity and learning skills, assumes a more natural
from Great Britain
“Play Well,” Ole Kirk Kristiansen forces in every human being” the future LEGO products is established – today part skin tone
names his company LEGO®
– unaware that this word in
1957 do in the heads of tomorrow’s
children is important”
1980 The LEGO Group
establishes a department
1997 The first
LEGO® computer
of the LEGO Foundation
• The LEGO Group faces a
1956 The LEGO Group enters Godtfred Kirk Christiansen 1964 The first LEGO® build- to develop educational game is released
Latin means “I put together.” takes over the day to day serious crisis and establishes
the German market and ing instruction is introduced material based on the belief – called LEGO
As an alternative, he management from his father. a survival and turnaround plan.
establishes a sales company, that LEGO® products are 1996 www.LEGO.com Island
considered LEGIO (= legions) He sees himself as a As part of this plan, Jørgen
the first outside Denmark more than a toy. Today goes live on March 22nd
but opted finally for the manufacturer: “We want Vig Knudstorp succeeds Kjeld
LEGO® Education works with
name that embodies good only the best … we must LEGO Group founder, Ole Kirk Kristiansen, with his son Godtfred Kirk Christiansen Kirk Kristiansen as President
educational systems • LEGOLAND® Windsor
quality play and commitment make better bricks from and grandson Kjeld Kirk Kristiansen. The family-owned LEGO Group is today owned and CEO. He revitalises the
1937 Ole Kirk Kristiansen’s son, 1968 The first throughout the world in England opens by Kjeld Kirk Kristiansen and his three children.
towards children’s even better material company by reintroducing
Godtfred Kirk Christiansen, LEGOLAND® Park opens a strong focus on the core
development through play on even better machinery.
begins designing wooden toys in Billund business – the brick and
We must get the best
at the age of 17 the LEGO® System in Play
people for our company”1960 A fire destroys the
company’s wooden toy ware- 1978 1989 2008 A LEGO® factory opens
in Nyíregyháza, Hungary
2014 The last two of the
LEGO Group’s five global
house and the production of Ole Kirk Kristiansen is main offices are inaugurated
wooden toys is discontinued 1977 LEGO® Technic is Kjeld Kirk Kristiansen inducted into the Toy • Kjeld Kirk Kristiansen is in London and Shanghai
launched – challenging develops the “System Industry Hall of Fame, USA, inducted into the Toy Industry respectively
older children to build within the System” to with tribute payed to “an Hall of Fame, USA. The honour
1949 The forerunner of the 1962 The LEGO® wheel 1986 LEGO® Technic Com- 2000 A LEGO® factory opens
like in real life offer children the right extraordinary craftsman who is motivated by the fact that • The LEGO® Movie™
LEGO® bricks we know today, is launched, introducing puter Control is launched in Kladno, Czech Republic
products at the right age helped shape our industry the LEGO Group has premieres in cinemas
is launched under the name movement to the LEGO as one of the first outcomes 2001 LEGO Creator products,
®
• Kjeld Kirk Kristiansen, and for the right purpose. in ways too numerous to revolutionised the way children all over the world
“Automatic Binding Bricks” System in Play of the LEGO Group and encouraging children and
New product program- count and more permanently
2007
grandson of Ole Kirk MIT Media Lab partnership. adults to build without rules play and build with bricks
Kristiansen, joins mes and themes such than he could have imagined”
• Ole Kirk Kristiansen sees LEGO products for use in and limitations, are launched
the company as Castle, Space and Thomas Kirk Kristiansen
potential in plastic bricks and schools highly benefit
management Town are launched as • The LEGO® Pirates joins the Board of Directors,
tries to convince his sons: from this invention
part of this strategy theme is launched. representing the continuation
1958
“Have you no faith? Can’t you 1953 Automatic Binding 2013 The LEGO Group opens
The pirate Minifigures are of the Kirk Kristiansen
see if we do this right, we Bricks change name to a new office in Singapore,
• The LEGO Minifigure
®
the first to have multiple family ownership
1999
1932 Master carpenter and can sell these bricks all over LEGO® Mursten (LEGO Bricks). The LEGO® brick is patented 1975 The LEGO the third of the LEGO Group’s
is launched bringing facial expressions
joiner, Ole Kirk Kristiansen, the world?” The name “LEGO” is now with a new coupling Group establishes five global main offices today
role-play to LEGO play
starts making wooden toys. moulded on every brick principle, the one we know a sales office in Enfield, The LEGO® brick is elected 2005 The LEGO Group sells
As an apprenticed carpenter, today, opening up to endless USA – today representing “Toy of the Century” • LEGO® Brand Retail Store
the LEGOLAND® Parks to
LEGO, the LEGO logo and the Minfigure are trademarks and/or copyrights of the LEGO Group. © 2013 The LEGO Group.
All Rights Reserved. THE LEGO MOVIE © The LEGO Group & Warner Bros. Entertainment Inc.
building possibilities 1992 The first LEGO ®
1955 1963 1979
he pursues high quality and one of the LEGO Group's five Merlin Entertainments Group no. 100 opens
Learn more: www.lego.com/legohistory
Imagination Center opens • LEGOLAND® California
craftsmanship in everything global main offices and becomes a major share-
in Mall of America in opens
2002 2016
he does Godtfred Kirk Christiansen Godtfred Kirk Christiansen Kjeld Kirk Kristiansen holder of Merlin
Bloomington, MN, USA.
launches the LEGO® System announces the 10 LEGO® becomes CEO of the LEGO Entertainments
Five years later, a second
in Play as a structured characteristics: Group. Being the first within
1969 1998 The LEGO Group and The first LEGO® Brand Retail Group 2009 A LEGO® factory opens LEGO® NEXO KNIGHTS™ is
one opens in Downtown
system of products – the the owner family to hold Store opens in Cologne, launched, bridging physical
1. Unlimited play possibilities Disney, Orlando, FL, USA. MIT Media Lab launch LEGO® in Monterrey, Mexico
more bricks you have, 2. For girls, for boys LEGO® DUPLO® bricks – twice a formal business degree, Germany – the same year and digital play with LEGO
1984 The LEGO Group These centers form Mindstorms®, an
the more you can build. 3. Enthusiasm at all ages the size of a LEGO brick on he brings new ideas and LEGOLAND® Deutschland bricks, episodic TV content
initiates a visionary part- inspiration for LEGO intelligent LEGO
“Our idea has been to create 4. Play all year round renewed energy into the opens and a digital gaming app
all dimensions – is launched
a toy that prepares the child
for life – appealing to its
5.
6.
Stimulating and harmonious play
Endless hours of play globally for the
youngest
company and has one primary
focus: children and their
nership with MIT Media Lab
(Massachusetts Institute of
Brand Retail Stores brick integrating
robot technology
• The LEGO Learning Institute,
2004 2011 that helps bring LEGO play
to live in an entirely new way
1934 1946 Ole Kirk Kristiansen 7. Imagination, creativity, development Technology) USA – the goal and the LEGO LEGO® licensed Minifigures LEGO® NINJAGO™
imagination and developing 8. More LEGO, greater play value children development. “Our products dedicated to researching no longer have yellow faces is launched and quickly
orders his first plastic being to add intelligence building system
the creative urge and joy of 9. Always topical must exist on children’s own children’s imagination, • Expected opening of LEGO®
Combining the two Danish injection moulding machine and behaviour to LEGO® play – Harry Potter, for example, becomes an evergreen
creation that are the driving 10. Safety and quality terms. To put it simply: what
words “Leg Godt,” meaning creativity and learning skills, assumes a more natural factory in Jiaxing, China and
from Great Britain
“Play Well,” Ole Kirk Kristiansen forces in every human being” the future LEGO products is established – today part skin tone • LEGOLAND® Florida opens LEGOLAND® Dubai
names his company LEGO®
– unaware that this word in
1957 do in the heads of tomorrow’s
children is important”
1980 The LEGO Group
establishes a department
1997 The first
LEGO® computer
of the LEGO Foundation
• The LEGO Group faces a
2012
1956 The LEGO Group enters Godtfred Kirk Christiansen 1964 The first LEGO® build- to develop educational game is released LEGO® Friends is launched,
Latin means “I put together.” takes over the day to day serious crisis and establishes introducing a new mini-doll
the German market and ing instruction is introduced material based on the belief – called LEGO
As an alternative, he management from his father. a survival and turnaround plan. figure
establishes a sales company, that LEGO® products are 1996 www.LEGO.com Island
considered LEGIO (= legions) He sees himself as a As part of this plan, Jørgen
the first outside Denmark more than a toy. Today goes live on March 22nd
but opted finally for the manufacturer: “We want Vig Knudstorp succeeds Kjeld • LEGOLAND® Malaysia
LEGO® Education works with
name that embodies good only the best … we must Kirk Kristiansen as President opens
educational systems • LEGOLAND Windsor
®
quality play and commitment make better bricks from and CEO. He revitalises the
1937 Ole Kirk Kristiansen’s son, 1968 The first throughout the world in England opens
towards children’s even better material company by reintroducing
Godtfred Kirk Christiansen, LEGOLAND® Park opens a strong focus on the core
development through play on even better machinery.
begins designing wooden toys in Billund business – the brick and
We must get the best
at the age of 17 the LEGO® System in Play
people for our company”COMPANy TIMELINE 20
Did you know that LEGO® bricks produced
since 1958 are fully compatible with LEGO
bricks produced today?
Building a better
Experience
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tomorrow
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BuILdInG BETTEr TOMOrrOW 20
22
Did you know that impact
LEGOon® society
bricks
Experience
We have a responsibility as a leading
Our ambition is to leave a positive andproduced
the
planet our children will inherit. We do this primarily through our
sinceand
play materials 1958theirare fully to
contribution compatible with LEGO
children’s development, provider of quality play experiences.
bricks
but also produced
through our today? efforts, which we
social and environmental We have a responsibility to everyone and
constantly seek to advance by staying true to our longstanding
motto: Only the best is good enough. In 2015, this included:
LEGO play
®
everything that we impact through our
operations. We are mindful of this, which
is why we always strive to make a positive
impact on society.”
Taking a major step towards our 2020 goal reaching and hence supporting the learning — Thomas Kirk Kristiansen, fourth generation
to balance our global energy consumption and development of approximately 100 owner of the family-owned LEGO Group
with renewable energy capacity by inaugurating million children through joint activities by
the Borkum riffgrund 1 offshore wind farm the LEGO Group, LEGO® Education and the
with our partners. Furthermore, we managed LEGO Foundation.
to improve our energy efficiency by +5.0%.
Engaging more than 66,000 children and 3,000
Announcing the launch of a Sustainable employees in activities through our Local
Materials centre, where we will work towards
our ambition to use more sustainable materials
LEGO community Engagement programme for
the benefit of children and their families in the
Providing a broad variety of fun
in all core LEGO products and packaging communities where we are present. and engaging LEGO® brand settings,
by 2030.
continuing our collaboration with unIcEF on for children and adults to explore,
providing the safest play experiences for child rights and as part of our partnership
children resulting in zero product recalls developing a child protection policy stipulating is essential for us to celebrate and
for the sixth year running. our non-tolerance to child abuse in any form.
discuss with our fans the many great
Learn more: www.LEGO.com/responsibility
moments LEGO play offers.COMPANy
BuILdInG ATIMELINE
BETTEr TOMOrrOW 20
24
Did know
Did you you know
since 1958
the United
bricks
as the
that that LEGO®Group
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We are committed to embrace, support
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rights, labour standards,
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LEGO
BuILdInG ATIMELINE
®
COMMUNITIES
BETTEr TOMOrrOW 20
26
24
Did know
DidLEGO.com
you
since 1958
the United
bricks
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you know
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the LEGOproduced
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website ®
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Ultimately, the site aims
and enact United Nations’ directions
empower creative play through online storytelling
around children’s favourite LEGO play experiences.
within the areas of human
It encourages children to share their own creations
through activities that celebrate their imagination
rights, labour standards,
and the endless ideas of LEGO play.
theGlobally
environment
almost 20 million people and
visit the site every
month on average, the majority returning every day
anti-corruption.
– making it one of the most engaging family sites
on the internet.
Learn more: www.LEGO.com
Providing a broad variety of fun
LEGO® Club and engaging LEGO® brand settings,
for children and adults to explore,
LEGO® Club builds personal and ongoing relationships
with LEGO fans aged 4-13 directly via print magazine, is essential for us to celebrate and
digital content and direct mail/e-mail. LEGO Club
engages with these loyal fans by offering content discuss with our fans the many great
suitable to their ages and interests so that Club
members feel recognised and rewarded.
moments LEGO play offers.
LEGO Club currently has 5.7 million registered print
and digital members across 18 markets.
Learn more: www.LEGO.com/clubCOMPANy
LEGOATIMELINE
BuILdInG COMMUNITIES
BETTEr TOMOrrOW 20
24 LEGO ® COMMUNITIES 29
Did know
Did you you know
since 1958
the United
bricks
as the
that that LEGO®Group
the LEGO
are Global
Nations
first produced
brickssigned
fully compatible
company in today?
Compact in
produced
with
the toy industry?
LEGO
2003 communitiesExperience
LEGO® adult fan LEGO® Social Media
We are committed to embrace, support
and enact United Nations’ directions LEGO play
®
LEGO® User Groups (LUGs) act as forums
where adult LEGO enthusiasts can share their
hobby amongst each other. The groups have
their own websites, blogs and discussion forums,
Through close dialogue and engagement
on social media, we strive to create value for
consumers. Listening to our consumers is
a key contributor to our success, and social
within the areas of human and many meet face-to-face on a regular
basis. There are currently 274 recognised LUGs
platforms allow us to connect meaningfully
with our many fans across borders.
rights, labour standards, with more than 500,000 registered members;
these fans are referred to as AFOLs (Adult Fans Connect with us on: Facebook, YouTube,
the environment and of LEGO). Instagram, Pinterest, Twitter, Google+, LinkedIn
and via the LEGO® TV App.
anti-corruption. Through the LEGO Ambassador Network (LAN)
the LEGO Group and AFOLs build mutually
useful relations around activities such as events,
public exhibitions and review of new LEGO
We enjoy sharing great LEGO
products. AFOLs are also invited to take active
moments with our fans, and
Providing a broad variety
part in product suggestion and selection
on the LEGO Ideas crowdsourcing platform. of fun
one platform that enables us
and engaging LEGO brand settings,
®to do this is the LEGO YouTube
The LAN currently consists of representatives
from the 274 recognised LUGs worldwide.
channel. In 2015 alone, the
for children
Learn more: https://lan.LEGO.com and adults
LEGOtoYouTube
explore,
channel had
is essential for us to 1.3 celebrate
billion views and
and a watch
discuss with our fanstime the corresponding to 4,039
many great
years and 188 days.
moments LEGO play offers.COMPANy
LEGO
BuILdInG ATIMELINE
®
COMMUNITIES
BETTEr TOMOrrOW 20
30
24
DidDidDid
youyouyou
know know
knowthat that
that LEGO
theyour
LEGObrainbricks
Group produced
signed
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Experience
®
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embrace,
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20 skills,
support
a few bricks
directions
supporting
you stimulate
competences LEGO play
®
within
suchthe as areas of human creativity, empathy,
problem-solving,
rights, labour standards,
communication and collaboration.
the environment and
anti-corruption.
Providing a broad variety of fun
and engaging LEGO® brand settings,
for children and adults to explore,
is essential for us to celebrate and
discuss with our fans the many great
moments LEGO play offers.COMPANy
LEGO
BuILdInG ATIMELINE
®
COMMUNITIES
BETTEr TOMOrrOW 20
30
24 ExPERIENCE LEGO ® PLAy 33
LEGO® Build the
DidDidDid
youyouyou
know know
knowthat that
that LEGO
theyour
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bricks
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since
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2003
when
bricks
asplaying
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when you build LEGO® Build the Change is a global nonprofit
event-based concept operated by the LEGO Group
Weandarerebuild
committedwith to embrace,
just support
a few bricks you stimulate that has existed since 2007. It is a hands-on
minds-on concept that seeks to inspire children to
and enact
more United
than Nations’
20 skills, directions
supporting competences express their vision and dreams of a better tomorrow
using LEGO bricks.
within
suchthe as areas of human creativity, empathy,
problem-solving, The events are always topic specific with outset
rights, labour standards,
communication and collaboration. in surroundings children can relate to – be it their
school, city or local community. The concept
the environment and is equally relevant for LEGO Group activities and
activities by external partners who seek to give
anti-corruption. children a voice and involve them in their thoughts
and plans about the future.
Learn more: www.LEGO.com/BuildtheChange
LEGO® Inside Tour
Each year LEGO® enthusiasts have the opportunity
to join the exclusive LEGO Inside Tour. During the
tour, fans learn about the company history, culture
and values; go on a factory tour; meet LEGO
employees from different business areas; and enjoy
building competitions with LEGO designers.
At the end of the tour, participants receive a unique
gift produced in close cooperation with LEGO
Group owner Kjeld Kirk Kristiansen.
Learn more: www.LEGO.com/aboutusCOMPANy
LEGO
BuILdInG ATIMELINE
®
COMMUNITIES
ExPERIENCE
BETTEr LEGO ® PLAy
TOMOrrOW 20
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34
24 ExPERIENCE LEGO ® PLAy 35
DidDidDid
youyou
FIRSTyou
know
®
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League brain
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FIRST LEGO League is an annual science
® ®
technology team-based competition
and enact
more thanUnited Nations’
20 skills, directions
supporting
use LEGO competences
targeted 9-16 year old children and youth who
MINDSTORMS robots to compete.
® ®
within
suchthe as areas of human creativity,
problem-solving, empathy,
The competition now stretching 85+ countries,
was established in 1998 as a collaboration
rights, labour standards,
communication and collaboration.
between the American non-profit organisation
FIRST (For Inspiration and Recognition of
®
the environment and Science and Technology) and LEGO Education
to increase children’s and young people’s
®
anti-corruption. interest in STEM subjects (Science, Technology,
Engineering and Math’s).
In 2004 the concept was expanded to also
engage younger children aged 6-9 years in
STEM, and so FIRST® LEGO® League Jr. was
established, focusing on teamwork and using
LEGO Education WeDo 2.0.
The disciplines are always centred around a
real world scientific concept or challenge, such
as 21st Century Learning (2014/15) and Waste
Innovation (2015/16). Guided by adult coaches,
teams will build and program a challenge-
related LEGO model based on own research,
Through our 125 LEGO® Brand Retail Stores in the Pick & Build wall over to watching a
imagination, teamwork, and construction ideas.
in 9 countries, we bring LEGO play to life LEGO product come to life through the LEGO
through an interactive and vibrant shopping Digital Box. Other than offering the biggest
Learn more: www.FIRSTLEGOleague.org
experience designed just for children. assortment of LEGO products in one place, play
and www.FIRSTLEGOleaguejr.org
areas to unlock one’s creativity and expert
Upon entering a LEGO Brand Retail Store, building tips from store associates, LEGO Brand
visitors are invited to interact with LEGO play Retail Stores also run monthly in-store activities.
experiences: from building personalised
LEGO Minifigures to selecting specific bricks Learn more: http://stores.LEGO.comCOMPANy
LEGO
BuILdInG ATIMELINE
®
COMMUNITIES
ExPERIENCE
BETTEr LEGO ® PLAy
TOMOrrOW 20
30
36
24 ExPERIENCE LEGO ® PLAy 37
DidDidDid
youyou
LEGO you
know
®
know
know that
House that
that LEGO
theyour
LEGO ®
bricks
Group
brain produced
signed
is making use LEGOLAND® Parks Using the
since
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Nations fully
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skillsCompact with
in
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2003
when LEGO® brand
bricks
asplaying
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LEGO®in today?
the toyEven
bricks? industry?
when you build
Weandarerebuild
committedwith to embrace,
just support
a few bricks you stimulate
• ALWAYS write the LEGO brand name in capital
letters.
and enact
more thanUnited Nations’
20 skills, directions
supporting competences
• ALWAYS use a descriptive noun after the LEGO
brand name, it must never appear on its own.
• E.g. wrong use: I play with LEGO.
within
suchthe as areas of human creativity, empathy,
problem-solving,
• E.g. correct use: I play with LEGO bricks.
• ALWAYS accompany the LEGO brand name
rights, labour standards,
communication and collaboration.
by the Registered symbol ® in headlines and
the first time it appears in copy text.
• NEVER use the LEGO brand name as a
the environment and generic term, add a possessive ‘s,’ plural ‘s’
or hyphen.
anti-corruption.
LEGOLAND® parks are family parks presenting exciting • E.g. wrong use: LEGO’s, LEGOs, LEGO-bricks.
• E.g. correct use: the LEGO brand’s, LEGO
worlds of adventures inspired by the creativity and bricks.
endless opportunities of the LEGO® brick and fun LEGO • NEVER use the Registered symbol ® in con-
play themes. The LEGO Group sold its four LEGOLAND nection with a company name.
parks in 2005 to Merlin Entertainments Group, which has • E.g. wrong use: LEGO® System A/S.
• E.g. correct use: LEGO System A/S.
continued to invest in these and new parks around the
• NEVER change or adjust the graphical design
world. Currently LEGOLAND parks can be enjoyed at the of the LEGO logo.
following destinations:
LEGOLAND® Billund Resort Thank you for
LEGOLAND® Windsor Resort helping us protect
LEGOLAND® California Resort the LEGO® brand!
LEGOLAND® Deutschland Resort
Expected to open in 2017, the LEGO® House The LEGO House represents 21 LEGO bricks LEGOLAND® Florida Resort
will be a 23m tall and 12,000 m2 hands-on built on top of one another. At the very top the LEGOLAND® Malaysia Resort Produced for the LEGO Group by Corporate Brand Communications.
© 2016 The LEGO Group.
minds-on LEGO experience centre. It will allow Masterpiece Gallery will be situated, shaped
LEGO, the LEGO logo, the Minifigure, DUPLO, BIONICLE, LEGENDS
fans of all ages to discover the LEGO Group’s to resemble and be a tribute to the classic Merlin has also developed a second LEGO based OF CHIMA, the FRIENDS logo, the MINIFIGURES logo, DIMENSIONS,
MINDSTORMS, MIxELS, NINJAGO, NExO KNIGHTS and LEGOLAND
history and values and be inspired by the LEGO 2X4 LEGO brick. attraction – LEGOLAND Discovery Centres: small indoor are trademarks of the LEGO Group. ©2016 the LEGO Group.
brick’s endless play and learning possibilities. versions of the LEGOLAND parks featuring models and All rights reserved.
activities around the LEGO play experience with 13 centres © 2016 & ™ Lucasfilm Ltd.
™ & © Warner Bros. Entertainment Inc.
Six different experience zones, three restaurants operating worldwide. KIRKBI A/S (owning 75% of the ™ & © DC Comics
™ & © Marvel & Subs.
and a state of the art LEGO Brand Retail Store LEGO Group) owns 29.9% of Merlin Entertainments Group. © Disney
will invite guests to interact, build and play in THE LEGO® MOVIE™ © The LEGO Group & Warner Bros
Entertainment Inc.
a breath-taking setting. Learn more: www.LEGOLAND.com
© 2016 Mojang AB and Mojang Synergies AB. MINECRAFT is a
and www.LEGOLANDdiscoverycenter.com trademark or registered trademark of Mojang Synergies AB.COMPANy
LEGO
BuILdInG ATIMELINE
®
COMMUNITIES
BETTEr TOMOrrOW 20
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24
Learn more about the LEGO Group
and LEGO Group activities at
Did
DidDid
youyouyou
know know
know that
www.LEGO.com/aboutusthat
theyour
that LEGO
LEGO ®
bricks
Group
brain produced
signed
is making use
since
theofUnited
the most1958 are Global
Nations fully
critical compatible
Compact
skills with
in
for learning LEGO
2003
when
bricks
asplaying
the produced
firstwith
company
LEGO®in today?
the toyEven
bricks? industry?
when you build
Weandarerebuild
committedwith to embrace,
just support
a few bricks you stimulate
and enact
more United
than Nations’
20 skills, directions
supporting competences
within
suchthe as areas of human creativity, empathy,
problem-solving,
rights, labour standards,
communication and collaboration.
the environment and
anti-corruption.
The LEGO Group
Aastvej 1
7190 Billund
Denmark
Tel.: +45 79 50 60 70
www.LEGO.comYou can also read
