Lego “LEg GOdt”

In Partial Fulfillment of the Requirements in 

GEntrep Dimension

Saint Louis University

Presented by:

Milo, Khent Mar L.

Uy, Patrick Jian M.
Dugao, Sharlene P.
Ledda, Maria Rosalynn C.
Raña, Angelyca Julliane C.

Presented to:

Ma’am Glory S. Drequito

GEntrep Professor

March 18, 2020

LEGO COMPANY PROFILE

 Lego is a line of plastic construction toys that are manufactured by The Lego
Group, a privately held company based in Billund, Denmark. The company's flagship
product, Lego, consists of colorful interlocking plastic bricks accompanying an array of
gears, figurines called minifigures, and various other parts. Lego pieces can be
assembled and connected in many ways to construct objects, including vehicles,
buildings, and working robots. Anything constructed can be taken apart again, and the
pieces reused to make new things. Lego is one of the most recognized brand names in
Europe, where it ranks with such other global sellers as Coke and Levis. Lego operates
24 subsidiary companies to cover different national markets, and runs ten
manufacturing plants. The company is privately held by the family of founder Ole Kirk
Christiansen.

LEGO COMPANY HISTORY

LEGO Group was founded in August 1932 by Ole Kirk Christiansen who was a
Danish carpenter. In the early 1930s, Ole’s business was becoming slow, the primary
income was shrinking in demand and eventually Ole had to dismiss his last worker and
his wife died. Ole officially found an unnamed company in the same year. After two
years, the company and its products adopted the name LEGO which came from the
Danish words “Leg GOdt” means ‘Play well’. By 1935, the business manufactured the
first LEGO wooden duck. However, fire caused the factory to vanish in 1942 but
fortunately, the production of wooden toys resumed after a few months. by 1948,
employees started to increase to 50 and the company had produced 200 different
plastic and wooden toys in the following year. This includes Automatic Binding Bricks - a
forerunner of the LEGO bricks we know today and they are sold in Denmark exclusively.
Currently after such a history, LEGO launched an Online Game and assembled the
World’s largest LEGO Mosaic in London. This mosaic is approximately 15, 3 x 6, 4
meters and consists of 384,000 LEGO Bricks. The company have produced lots of toy
varieties such as – LEGO Brick, LEGOLAND Billund, LEGO minifigure, LEGO DUPLO,
LEGO Technic Buggati Chiron and LEGO Unikitty. The LEGO foundation donates 100
million dollars to Sesame Workshop to help children caught in conflicts around the
world. From a small carpenter’s workshop that has turned into a modern worldwide that
manufactures toys, the company is proud to have been named as “Toy of the century”
twice.

LEGO MISSION:
To encourage self-expression in children of all ages through creation, by
enabling them to bring their ideas to life

LEGO VISION:
Develop and distribute toys which positively develop children’s mental and
physical abilities while entertaining them and being fun at the same time

LEGO CORE VALUES: Creativity, Imagination, Learning Fun and Quality

SERVICES

There’s more to a LEGO brick than what meets the eye. How grown-ups
perceive is not usually how kids would also perceive. A brick is more worlds,
more stories, and more action. A brick is an endless opportunity to save the
universe from danger, destruction, or boredom. Below are the following main
products of LEGO:

1. Animals

2. Buildings

3. Cars
4. Coding For KIds

5. Dragons

6. Fantasy
7. Ninjas

8. Preschool

9. Princesses
10. Real-Life Heroes

11. Robots For Kids

12. Seasonal
13. Space

14. Trains

15. Vehicles
LEGO AS A RISK-TAKER

Risk taking is by its very nature a challenging and intimidating process. An

organization may say it wants risk takers to lead their organization to find out their
definition of risk taking is much different from the one in a leadership position. The core
mission of the organization is the determinant as to the type and characteristics of the
risk taken.
Lego has about 22 rival products pitching for its shelf space in the market. And in
the modern era, it faced a huge problem with regards to their products and on how they
will cope up with the needs and wants of the people, most especially the children. How
will they market toys in a place where kids are slowly being incorporated with gadgets
and technology? How do this company make it possible to be still in the industry despite
the different external factors that affected their run? The key ingredient that they used is
risk-taking.
As they go on with the business, different studies were conducted to know why
parents choose to give their child a gadget to play with rather than a doll or toy car
nowadays. The result of the research showed that mothers want to fully develop the
potential of their child today through the use of technology since they see it as one of
the greatest aide a child could have. According to Kevin Hagino, LEGO’s Senior
Regional Brand Manager, “the picture of success can be anything, all depends on what
that child wants to envision for their own life. This generation of parents are starting to
think differently, as in there is an element of creativity and imagination that can help
foster that, it’s not a one-way route anymore.” Thus, LEGO wanted to create a new
vision. It wanted to help people understand and embrace that there can not only be
different routes to that future, that creativity can maximize the potential of the kids.
Despite a great risk, different campaigns and ideas were played by the company,
and they started in Asia. In order to show how great, the impact of their products to the
lives of the children and to the whole family, the LEGO Group conducted the
#LegoBuildAmazing campaign that will last for 1 year. It is one of the riskiest campaigns
made by the business for it spent more than a thousand dollars to make time between
the parents and the children. Through this, one saw children’s imagination into reality,
and another where an overworked father sees his son’s creation that would help him
spend more time with his son. These campaigns were created together with Lego’s
agency iris and the reactions captured were all candid. “The reason why we took the
risk is to make a statement that we are going to make this investment on your child”,
said Hagino.

After this, it is followed by #BuildAmazingSG contest where kids could submit their Lego
creation of what makes Singapore amazing. The company came into a conclusion after
the movement which stated, “We can actually impact not only the future potential of that
child, but we are actually able to impact many kids of that age (0 to 8 years old), we can
impact the next generation of kids.” Out of these statements and results, the sales in
Asia boosted.

After the campaigns in Asia, the

next target of Lego will be the places,
like India, where the brand did not
grow. At first, they sought on the
reasons why there are no connections
between the children and the Legos.
“When we talked to moms, they said
that with their child, it is not enough
anymore to go to school, they really
want their kids to stand out. They
believed that the only way for their
kids to stand out is either by a sense
of discipline or creativity”, said
Hagino. And so, a campaign was
done in different countries once again
making a famous line for Lego, “With
Lego, you can build anything.” The great risk is seen in this part for Lego starts to speak
all truths with every family, starts conversing with them and making them realize
something. The company started to touch the lives of people personally. The risk of
researching and crossing borders around the world created new ideas and perspectives
for the company to grow. They thought of one with the families and aimed to make the
children the hope of the future. Thus enhancing their skills through their product became
a result of the risk they had.
A lot of monetary risks were shown due to the conduct of campaigns on different
parts of the world but one thing is for sure for the company, and it is the matching up of
monetary risk to point out an invaluable truth about kids, that they are the next
generation that could lead the nations to success.
After the risk on ideas, researches, and campaigns, the company also faced the
risk on appearances or the designs of the products. The first products have 1,200
different shapes with mathematical design elusive to Lego’s rectangular and square
bricks-curves. But in order to give the children another twist of these bricks, Lego has
delved into the world of carpentry and adapted dovetail jointing. The business came up
with an agreement that they will pull this edition if it does not sell 2 million shares. But
despite of the high risk, and the inevitable losses in the first few years, the designs
made a break and encouraged many buyers.
 Lastly, going back to technology, the company saw the impact of gadgets to the
lives of the children making them do what they don’t normally do. The basic concept
that is keeping the business going for decades is that stacking together bricks to build
unique creations, but within the last years Lego has become much more than that. Lego
has secured licenses for many popular franchises, including Star Wars and Marvel, and
has used this to turn its once-limited toy brand into a full-fledged entertainment. They
risked on entering the technological world even though this is not what they started.
They started with a small video game and did not expect to have a blast with this. Now,
they have dozens of Lego Video games, many of which have earned fantastic reviews.
They also incorporated themselves with movies and animations resulting to ‘The Lego
Movie’, which grossed almost $470 million. This change in direction was a bold venture
for the company, and it definitely worked out.
Lego Company envisioned technology as one of their competitions. However due
to the creative minds of the creators and due to the calculated risk they bestowed on
their projects, it helped them gain
more profit and influence more
people.

APPENDICES

(n.d.).Retrieved march 14, 2020, from

https://www.lego.com/en-
sg/categories/interests

(n.d.).Retrieved march 14, 2020 from

https://www.google.com/search?
q=lego+vision+statement&rlz=1C1GGRV_enPH763PH763&tbm=isch&source=iu&ictx=
1&fir=VRcsY0DfFRAtuM%253A%252CtctCFzMKuSp8_M%252C_&vet=1&usg=AI4_-
kTEmovDhIXrmXFwiMCdGVFIay6ZLA&sa=X&ved=2ahUKEwj96O2w-
JnoAhVty4sBHXKYCAUQ9QEwAXoECAkQHQ#imgrc=AlQICSmjduNUHM

https://www.thedrum.com/news/2017/06/02/speaking-universal-truths-while-taking-risk-
lego-campaigns-asia

https://www.independent.co.uk/news/business/mottik-seeks-risk-takers-in-battle-for-
children-1564878.html
https://www.entrepreneur.com/article/279523

https://www.referenceforbusiness.com/history2/97/Lego-A-S.html

https://www.lego.com/en-us/aboutus/lego-group/

https://www.lego.com/en-us/aboutus/lego-group/the-lego-group-history/