READ OUT LOUDTHE STORY BEHIND

- LEGO-LEGO IS REALLY ENJOYING THE CRISIS

BEFORE YOU START….

please look into your camera and tell us slowly your name, city and country… Then you can start reading this paragraph out loud… Have fun!

In 2004, Jørgen Vig Knudstorpwas appointed new CEO, and four years later, two years sooner thanexpected, the company was back on track and could work towards the future. He traveled around the world

to talk with children and fans of the brand about what they expected of Lego. “We now solely focus on that which we are good at: using the brick as a basis, we create playing and learning experiences for kids. Instead

of thinking top-down, we are thinking bottom-up again. The best way to tie kids to our brand is by introducing the product to these same children during Lego events and in Lego brand stores.

The values of creativity, imagination, quality and fun are back at the top of the agenda.”

Over the coming years, Lego hopes to achieve growth by focusing on growth markets in Asia, where Lego is still only a small player.

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