Company Timeline Innovation and Production Play Experiences For
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PlayInnovationCompany and experiencesproductiontimeline for every child We want to continue creating new opportunitiesBeingThrough committed almost for a children tocentury, bringing tothe reach high-quality LEGO Group ® theirLEGOhas grown potential play from experiences by being learning a small to through millions local play. companyof Wechildreninto constantly being around one innovateof the the world, world’s to providewe leading are focusedchildren withonsuppliers providing high-quality of creative a product and playsafe range andproducts thatlearning reflects thatthematerials. individual encourage Here needs themis a timeline andto problem-solve, interests summing of up collaborate,everya family child. belief discover, in an idea, and theimagine. meaning and substance of the LEGO® name and brand, and our most iconic historical events. The LEGO Group A short presentation Based on the iconic LEGO ® brick, the Contents LEGO Group is one of the world’s leading manufacturers of play materials with headquarters in Billund, Denmark, and main offices in Enfield (USA), London (UK), Shanghai (China), and Singapore. Company snapshot 1 PlayInnovationCompany and ‘Children are our role models’ 2 This booklet provides highlights on how ® The LEGO Strategy 3 we set out to achieve our mission to inspire Organisational structure 4 and develop the builders of tomorrow The LEGO Foundation 4 through creative play and learning. LEGO® Education 5 experiencesproductiontimeline Play experiences for every child 7 Highlight of LEGO® products 10 Innovation and production 13 We feel a for every child Innovating for children 14 Quality and safety above all else 14 huge sense Key figures & production fun facts 16 of responsibility Company timeline 17 to make a We want to continue creating new Building a better tomorrow 21 difference for opportunitiesBeingThrough committed almost for a children tocentury, bringing tothe reach high-quality LEGO Group LEGO® communities 25 ® LEGO.com 26 children by theirLEGOhas grown potential play from experiences by being learning a small to through millions local play. companyof LEGO® Life 26 LEGO® adult fan communities 29 providing quality Wechildreninto constantly being around one innovateof the the world, world’s to providewe leading are focusedchildren ® LEGO Social Media 29 products and withonsuppliers providing high-quality of creative a product and playsafe range andproducts thatlearning reflects Explore LEGO® play 31 thematerials. individual Here needs is a timeline and interests summing of up LEGO® Build the Change 33 experiences that that encourage them to problem-solve, LEGO® Inside Tour 33 stimulate fun everya family child. belief in an idea, the meaning and FIRST® LEGO® League collaborate, discover, and imagine. ® ® ® and FIRST LEGO League Jr. 34 and learning.” substance of the LEGO name and brand, LEGO® Brand Retail Stores 35 LEGO® House 36 and our most iconic historical events. LEGOLAND® Parks 37 — Thomas Kirk Kristiansen, fourth generation representative Using the LEGO® brand name 37 of the LEGO Group owner family. 2 COMPANy SNAPSHOT 3 ‘Children are The LEGO® our role models’ StrategyPlayInnovationCompany and We think of children as our role models, and It is the LEGO Group’s aspiration to further we believe they deserve only the best. Ever globalise andexperiencesproductiontimeline innovate the LEGO ® System since the LEGO Group was founded in 1932, in Play through: our focus has always been on providing fun and engaging play materials of the highest quality and safety for children. Sustaining core commercial Leveraging digitalisation and operationalfor momentum everyWe consider child digitalisation as a way to make Through LEGO® play experiences, we want to We will sustain the growth of our core business, our core business – physical LEGO ® play – create opportunities for children to reach their through inventing great products within existing even more fun and exciting. To do this, we will potential. All LEGO play experiences are based and new product lines. Also, we will continue leverage digitalisation to connect in new ways on the underlying philosophy of learning and implementing ongoing improvement initiatives with consumers, shoppers, and retail partners. development through play, and the LEGO across the entire company. Bali Padda System in Play enables us to constantly innovate Creating the organisation of the future President and CEO of the LEGO Group to provide children with play experiences that ExpandingWe global presencewant to continue creatingWe will build a truly globalnew and diverse encourage them to problem-solve, discover, We will expandopportunitiesBeingThrough our global committed presence. almost We willfor a children tocentury, bringingorganisation to theto meet reach high-quality theLEGO adaptive challenges,Group and be creative. do this commercially through® focus on new gain competitive advantage against intensifying emerging marketstheirLEGOhas suchgrown potential as play China, operationallyfrom experiences by being learningcompetition, a small to through andmillions build local required play. stewardshipcompanyof Our mission at the LEGO Our core values – Imagination, Creativity, Fun, through the establishment of new factories in of environment, governance and social Learning, Caring, and Quality – are important key geographies,Wechildreninto andconstantly being organisationally around one through innovateof the the world, responsibility.world’s to providewe leading are focusedchildren Group is to inspire and to us not only because they define who we are the establishment of main offices. develop the builders of as a company and what we stand for but also withonsuppliers providing high-quality of creative a product and playsafe range andproducts thatlearning reflects tomorrow.” because they guide us in our work towards our ambition of enabling future generations to thatthematerials. individual encourage Here needs themis a timeline andto problem-solve, interests summing of up build a better world. collaborate,everya family child. belief discover, in an idea, and theimagine. meaning and substance of the LEGO® name and brand, and our most iconic historical events. COMPANy SNAPSHOT 4 COMPANy SNAPSHOT 5 Organisational The LEGO structure Foundation PlayInnovationCompany and The LEGO Group is 75 percent owned by From South Africa to Ukraine, the LEGO the third and fourth generations of the Kirk Foundation aims to make children’s lives better Kristiansen founding family, Kjeld Kirk Kristiansen – and communities stronger – by building a and his three children, through their investment future where learning through play empowers experiencesproductiontimeline company KIRKBI A/S. The remaining 25 percent children to become creative, engaged, lifelong is owned by the LEGO Foundation. learners. In the beginning of 2017, LEGO Group CEO, Bali There is an increased global attention on the Padda, announced a new Executive Leadership need for children to develop stronger life skills, for every child Team, which covers the following strategic including critical thinking, creativity, and social business areas: skills, but there is only limited understanding of • Business Transformation the power of play and of how to make play an • Finance, Governance and Responsibility integrated part of learning. The power of play • Market Management and Development is therefore not exploited to its full potential. • Operations We want to continue creating new • People Operations and Development The LEGO Foundation has established three ® • Product and Marketing Development focus areas: Early Childhood, Education, and LEGOopportunitiesBeingThrough Education committed almost for a children tocentury, bringing tothe reach high-quality LEGO Group Communities in South Africa, Mexico and ® Learn more: www.LEGO.com/Aboutus Denmark. The LEGO Foundation’s objective is theirLEGOhas grown potential play from experiences by being learning a small to through millions local play. companyof to ensure that the fundamental value of play is LEGO® Education offers playful learning build skills for future challenges, and establish clearly understood, and that play-based learning experiencesWechildreninto and teachingconstantly being solutions around one based innovateof the the world, aworld’s positive to mind-set providewe leading toward are learning. focusedchildren becomes a reality for children all over the world. on the LEGO brick, curriculum-relevant material, andwithonsuppliers physical providing high-quality and digital of resources creative a product and LEGO playsafe range Education andproducts takes thatlearning the pursuit reflects of hands-on The Foundation partners with e.g. organisations, for preschool,thematerials. elementary, individual and middle Here school. needs is a timeline andlearning veryinterests seriously. summing It does thisof in up academic institutions, school systems and that encourage them conjunctionto problem-solve, with educators who play a critical governments who already work within the field For more thaneverya 35family years, LEGOchild. beliefEducation has in an idea,role encouraging the students’ meaning budding interest and of play and quality early childhood education partnered collaborate,with educators to support teaching discover, during and the span imagine. of their academic careers in to achieve strong, sustained impact. in an inspiring, engaging, and effective way. school® and in after-school programmes, such LEGO Education’ssubstance educational solutions of rangethe