Presented by Chin Joe Yee

Founded by Ole Kirk Kristiansen in 1932

The second largest toy manufacturer in the world

main product is LEGO® brick

another trademark is their mini figure™

“Only the best is good enough”

Care for education and incorporate within

combines unique, inspiring qualities of LEGO bricks with STEM subject

Develop product series according to the age categories.

Discover new direction & continuous update

attractiveness

Get into Architecture design and TV, mini movies, games,etc

LEGO Friends as a series aimed to girl’s market

Developed the MINDSTORMS series in 1990s

Came out with LEGO CUUSOO

LEGO Architecture series

LEGO ClubLEGO Friends

LEGO CUUSOO

For LEGO fan to share their ideas with LEGO

Projects with 10,000 supporters have the chance to become an official LEGO products.

Get 1% of the total sales of the product

Problems Area

Expended into too many different areas,

company had lost its way

Fail to patent LEGO Brick as the advantage to competitors

rise of computer games increasing squeeze on the traditional toy

market

high cost of production, a brick – had grown to almost 15,000

record profits of £660 million in 2012, number-one toy manufacturer by market share in Europe and Asia,

number two in North America in this September

LEGO FRIENDS be the first Christmas wishes gift in 2011 among girls

Luca’s case brings hope to the loyal LEGO fan

Maintained a lower cost with multi-production

Response & Effects