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InnovationPlayCompany and productionexperiencestimeline 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 InnovationPlayCompany 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 productionexperiencestimeline

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’ StrategyInnovationPlayCompany 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 andproductionexperiencestimeline 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 InnovationPlayCompany 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 productionexperiencestimeline 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 LEGOas FIRST name® LEGO® League and and World brand, Robotics The LEGO Foundation activities are funded from the humanitiesand toour science, most and enable iconic historicalOlympiad. events. through its 25% ownership of the LEGO Group. every student to succeed by encouraging them to become active, collaborative learners, Learn more: www.LEGOEducation.com Learn more: www.LEGOFoundation.com COMPANy SNAPSHOT 6 InnovationPlayCompany and productionexperiencestimeline for every child

LEGO® play experiences enable learning through play by encouraging children to reason systematically and think creatively. They offer endless hours of engagement, InnovationCompany and as all LEGO bricks are based on the LEGO System in Play, which allows children to build anything they can imagine – over and over again. productiontimeline

LEGO® products are challenge-graduated From curious small hands to exciting roleplay to reflect the fact that children grow older and 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 age and skills.

Theme-based LEGO products provide storytelling settings that children can immerse Only the imagination We want to continue creating new themselves into and further shape their own Through almost a century, the LEGO Group stories around – be it LEGO owned themes sets the limit to opportunities for children to reach or themes based on licensed products. has grown from being a small local company what you can build. their potential by learning through play. Digital platforms open up a world of into being one of the world’s leading possibilities for seamlessly merging physical We constantly innovate to provide children and digital play. LEGO experiences such as suppliers of creative play and learning online gaming, videogames, console games, with high-quality and safe products Apps, TV series, and movies are all great materials. Here is a timeline summing up means to do this. that encourage them to problem-solve, collaborate,a family belief discover, in an idea, and theimagine. meaning and substance of the LEGO® name and brand, and our most iconic historical events. pLAy ECOMPANxpEriEncy SNAPSHOTEs FOr EVEry chiLD 106 pLAy ExpEriEncEs FOr EVEry chiLD 11

LEGO® Themes LEGO® LEGO® Highlight of Collaborations Education LEGO® products LEGO® LEGO® Education ® InnovationCompany and LEGO city Star Wars™ BuildMe Emotions (5+) (5+) (3+)

LEGO® Education productiontimelineLEGO® Early simple ® ® Minecraft™ LEGO LEGO Machines ® (5+) Classics LEGO nExO Advanced (5+) KniGhTs™ (5+)

LEGO® Marvel ® ® ® LEGO Education LEGO DUpLO LEGO® super heroes 1 WeDo 2.0 (1 ⁄2-5) Technic (5+) (7+) (7+) LEGO® ninJAGO® (5+) LEGO® Juniors LEGO® LEGO® (4-7) We want to continueD c creatingcomics new ® Architecture LEGO Education super heroes (12+) simple & powered opportunitiesThrough almost for a children century,(5+) tothe reach LEGO GroupMachines LEGO® Friends (8+) (5-12) theirhas grown potential from by being learning a small through local play.company

® ® LEGO LEGO classic into being one of the world’s® leading creator Expert LEGO (4-99) We constantly innovate to provide childrenLEGO® Education (16+) Dc super hero Girls™ renewable Energy suppliers of creative play and learning(8+) LEGO® Elves with high-quality and(5+) safe products (5-12) thatmaterials. encourage Here themis a timeline to problem-solve, summing up LEGO® ® LEGO® creator 3in1 aM infamilyDsTOrMs® belief in an idea, the meaningLEGO and collaborate, discover, and imagine. MinDsTOrMs® (6+) (7+) LEGO® | Disney™ LEGO® ® Education EV3 (5-12) Minifigures substance of the LEGO name and brand,(10+) For a full overview of (5+) LEGO® products, please visit: www.LEGO.com/Products and our most iconic historical events. pLAy ECOMPANxpEriEncy SNAPSHOTEs FOr EVEry chiLD 126 InnovationCompany and productiontimeline

We want to continue creating new opportunitiesThrough almost for a children century, tothe reach LEGO Group theirhas grown potential from by being learning a small through local play.company Weinto constantly being one innovateof the world’s to provide leading children Did you know that there withsuppliers high-quality of creative and playsafe andproducts learning are 915,103,765 ways to thatmaterials. encourage Here themis a timeline to problem-solve, summing up combine six two-by-four collaborate,a family belief discover, in an idea, and theimagine. meaning and ® LEGO® bricks of the substance of the LEGO name and brand, same colour? and our most iconic historical events. INNOvATIONCOMPAN ANd pryO SNAPSHOTdUCTION 614 15 pLAy ExpEriEncEs FOr EVEry chiLD 12 Physical and chemical testing – a few examples:

All our production facilities adhere to the same strict Innovating for children Quality and safety safety and quality regulations, and the methods ® Bite test Impact test Compression test used to produce LEGO elements are standardised above all else We simulate a child We drop a 1 kg metal We simulate a young across our factories. This ensures consistent high Our talented designers have solid insight into biting LEGO® dUpLO® Companydisc onto potential child stepping on quality across all LEGO elements regardless of which elements to ensure weak points on LEGO® certain LEGO® elements children’s play patterns and interests at different that nothing breaks dUpLO® elements by pressing a metal of the five LEGO factories they are manufactured at: ages. However, our most valuable insight comes It is essential that children can enjoy safe and off during play. We use from a height of 12 cm. disc with a force from children themselves. Including children in high-quality LEGO® play experiences. Therefore, we a device shaped as This is to ensure equivalent to 15 kg on a child’s mouth and the element does not the element to ensure concept and product testing is an integrated part invest in quality and safety by working closely with Monterrey, Mexico: Billund, denmark: Nyíregyháza, Hungary: bite with a force break or splinter that it does not break Moulding and Moulding of LEGO® Moulding and of our innovation process. designers to ensure new elements and products are equivalent to 22.5 kg. timelineduring play. or splinter during play. processing of LEGO® System elements packing of LEGO® tested thoroughly in anticipation of how a child may System elements, System and LEGO packing of LEGO dUpLO® elements, and ® Furthermore, all feedback we receive on LEGO play with our products. System and LEGO processing of LEGO play experiences from children and parents, once dUpLO® elements dUpLO elements Each LEGO element and all LEGO products adhere our products have been explored throughout Drop test Full ingredients list Hazard classification playrooms across the world, is taken very seriously to the strictest global safety and quality standards, We drop the elements We have the full ingre- We consult official and used as a crucial source in updating and and our meticulous approach to product quality and from a height of 1.5 m dients list of every raw hazard classification and 1.0 m five times material and decoration databases to check improving LEGO play experiences. safety has ensured us zero product recalls since onto a hard surface ink we use for LEGO® if individual substances 2009. to ensure that LEGO® elements. We consider have an inherent dUpLO® and LEGO whether any additional hazard that a child The four stages elements do not substance could could be exposed to of the LEGO Group’s Approval Our world-class accomplishments in making safe splinter or break when theoretically be during play. ive Safety Assessment lat of raw Ne a child drops them present, for example is ty ele w products enable us to play a central role in major eg fe materials m L sa de en during play. through unintentional y lls si ts to ca gn associations promoting and regulating toy safety contamination. re ed AFETY in the world, including the European (CEN) and Through almost a century, the LEGO Group r S e k S m c SESSMEN a International (ISO) Toy Safety Standardisation u a S T t f A e e s b s t y m d t has grown from being a small local company o e Committees. We also contribute to the work of the e N C f R T E O I E

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N i C e Kladno, Czech republic: Jiaxing, China: l s I t t e National Technical Committee for Standardisation & m n tests where we simulate content analysis to that no substance r i e d processing and packing Moulding and processing b l e s o ® a u e children subjecting suppliersdetermine that no ofmigrates creative from LEGO play ® and learning ® m Did yout know that therem for Toys. l of LEGO System elements of LEGO System elements, e i s o O s ® s n d LEGO elements to substances are elements, at any level P G n e packing of LEGO System R N E a s ODUCTIO L s sweat and saliva. This present above legal of concern, taking into ® a materials. Here is a timeline summingand LEGOup dU pLO elements are 915,103,7653 waysn to ensures that no colour limits or internally consideration that r d- tio a pa uc pigments migrate from adopted limits. children could put pp rty rod t ro Sa y P tes val fet the LEGO element a family beliefLEGO elements in in their an idea, the meaning and combine sixcon trtwo-by-fourol when in contact with mouth during play. LEGO® bricks of the these fluids. substance of the LEGOLearn® name more: www.LEGO.com/Responsibility and brand, same colour? and our most iconic historical events. COMPANy SNAPSHOT 616 Key figurespLAy ExpEriEncEs FOr& EVE ry chiLD 12 production fun facts Approximate no. of LEGO® elements sold per year:

No. of different The moulds used 75 billion Company colours used to produce LEGO® – in more than 140 countries in production: 60+ elements are accurate to within four my (= 0.004 mm) – less than the width timeline No. of different types of a single hair. Employees: More than of LEGO® elements: This accuracy 130 ® ensures what we refer 19,000+ LEGO Brand to as clutch power of more than Retail Stores 3,700+ 80 nationalities worldwide

Approximate number of LEGO® tyres produced per year: Through almost a century, the LEGO Group has grown from being a small local company 700,000,000+ into being one of the world’s leading Did you know that there suppliers of creative play and learning During the moulding process, the plastic is heated o areto 230-310°C915,103,765 before injected waysinto the moulds to with a Product recalls materials. Here is a timeline summing up pressure of up to 29,000 psi. In comparison, a car’s Ccombinetyre pressure issix 29 to 43two-by-four psi. On average, it takes since 2009: a family belief in an idea, the meaning and ten seconds to cool and eject new elements. 0 ® LEGO® bricks of the substance of the LEGO name and brand, same colour? and our most iconic historical events. 1960s 1990s

1960 A fire destroys the company’s wooden toy ware- house and the production of ® ® wooden toys is discontinued 1978 The LEGO 1989 The LEGO Minifigure is launched Pirates theme is bringing role-play to launched. The 1962 The LEGO® wheel LEGO play pirate Minifigures is launched, introducing 1978 Kjeld Kirk Kristiansen are the first to have movement to the LEGO ® develops the “System within multiple facial 1958 The LEGO brick is System in Play patented with a new coupling the System” to offer children expressions 1977 LEGO® 1996 www.LEGO.com principle, the one we know the right products at the right goes live on March 22nd today, opening up to endless Technic is launched – age and for the right purpose. challenging older children building possibilities New product programmes ® to build like in real life 1996 LEGOLAND Windsor and themes such as Castle, in England opens Space and Town are launched 1977 Kjeld Kirk Kristiansen, as part of this strategy grandson of Ole Kirk Kristiansen, joins the company management 1979 Kjeld Kirk Kristiansen becomes CEO of the LEGO 1963 Godtfred Kirk Christiansen Group. Being the first within announces the 10 LEGO® 1975 The LEGO the owner family to hold characteristics: Group establishes 1984 The LEGO Group initiates a formal business degree, a sales office in Enfield, a visionary partnership with 1. Unlimited play possibilities he brings new ideas and USA – today representing MIT Media Lab (Massachusetts 2. For girls, for boys renewed energy into the one of the LEGO Group's five Institute of Technology) USA 3. Enthusiasm at all ages company and has one primary 4. Play all year round global main offices – the goal being to add focus: children and their 1957 Godtfred Kirk 5. Stimulating and harmonious play intelligence and behaviour to 6. Endless hours of play development. “Our products Kristiansen takes over the LEGO® play 7. Imagination, creativity, development must exist on children’s own day to day management 8. More LEGO, greater play value 1970s terms. To put it simply: what from his father. He sees 9. Always topical the future LEGO products himself as a manufacturer: 10. Safety and quality do in the heads of tomorrow’s “We want only the best … 1980 The LEGO Group 1969 LEGO® DUPLO® children is important” we must make better bricks establishes a department 1998 The LEGO Group and bricks – twice the from even better material 1964 The first LEGO® building to develop educational MIT Media Lab launch LEGO ® size of a LEGO brick on even better machinery. instruction is introduced material based on the belief MINDSTORMS®, an intelligent on all dimensions ® We must get the best that LEGO products are LEGO brick integrating – is launched globally people for our company” more than a toy. Today robot technology and the for the youngest ® LEGO Education works LEGO building system children with educational systems 1956 The LEGO Group enters throughout the world the German market and 1968 The first establishes a sales company, LEGOLAND® Park the first outside Denmark opens in Billund 1980s 1949 The forerunner of the 1960s 1990s 2002 The first LEGO® Brand 2010s 2016 LEGOLAND® Dubai LEGO® bricks we know Retail Store opens in Cologne, opens today, is launched under the 1960 A fire destroys the Germany – the same year name “Automatic Binding company’s wooden toy ware- LEGOLAND® Deutschland opens 1949 Ole Kirk Kristiansen Bricks” house and the production of 2009 A LEGO® factory opens 2017 Bali Padda succeeds 1978 The LEGO® 1989 The LEGO® sees potential in plastic wooden toys is discontinued in Monterrey, Mexico Jørgen Vig Knudstorp, Minifigure is launched Pirates theme is bricks and tries to convince who takes on the role as bringing role-play to launched. The his sons: “Have you no faith? 1962 The LEGO® wheel Chairman of the LEGO 1950s LEGO play pirate Minifigures ® Can’t you see if we do this is launched, introducing 2001 LEGO Creator products, 2008 A LEGO® factory opens 2016 Thomas Kirk Kristiansen Brand Group 1978 Kjeld Kirk Kristiansen are the first to have right, we can sell these movement to the LEGO encouraging children and in Nyíregyháza, Hungary becomes the more active owner 1958 The LEGO® brick is develops the “System within multiple facial bricks all over the world?” System in Play adults to build without rules as the Kirk Kristiansen family patented with a new coupling the System” to offer children expressions ® 1996 www.LEGO.com and limitations, are launched takes important steps in the principle, the one we know 1977 LEGO the right products at the right goes live on March 22nd 2008 Kjeld Kirk Kristiansen is smooth handover to the next today, opening up to endless Technic is launched – age and for the right purpose. challenging older children inducted into the Toy Industry generation. building possibilities New product programmes ® to build like in real life 1996 LEGOLAND Windsor Hall of Fame, USA. The honour 2011 LEGO® NINJAGO® and themes such as Castle, in England opens is motivated by the fact that is launched and quickly ® 1930s Space and Town are launched 2016 A new LEGO the LEGO Group has becomes an evergreen 1977 Kjeld Kirk Kristiansen, as part of this strategy factory opens revolutionised the way children 1932 Master carpenter and 1953 Automatic Binding grandson of Ole Kirk in Jiaxing, Kristiansen, joins play and build with bricks 2011 LEGOLAND® Florida joiner, Ole Kirk Kristiansen, Bricks change name to 2004 LEGO® licensed Minifigures China the company opens starts making wooden toys. LEGO® Mursten (LEGO Bricks). no longer have yellow faces management As an apprenticed carpenter, The name “LEGO” is now 1979 Kjeld Kirk Kristiansen – Harry Potter, for example, he pursues high quality and moulded on every brick becomes CEO of the LEGO assumes a more natural skin tone 1963 Godtfred Kirk Christiansen ® craftsmanship in everything Group. Being the first within 2000 A LEGO factory opens ® announces the 10 LEGO® 1975 The LEGO 2017 LEGO BOOST he does the owner family to hold in Kladno, Czech Republic characteristics: Group establishes 1984 The LEGO Group initiates launches in the second a formal business degree, 1955 Godtfred Kirk a sales office in Enfield, a visionary partnership with 2004 The LEGO Group faces a half year in select markets, 1. Unlimited play possibilities he brings new ideas and 1946 Ole Kirk Kristiansen Christiansen launches the USA – today representing MIT Media Lab (Massachusetts serious crisis and establishes merging digital programming orders his first plastic LEGO® System in Play as 2. For girls, for boys one of the LEGO Group's five renewed energy into the 2014 The last two of the and physical building 3. Enthusiasm at all ages Institute of Technology) USA 2000s a survival and turnaround plan. injection moulding machine company and has one primary LEGO Group’s five global a structured system of 4. Play all year round global main offices – the goal being to add As part of this plan, Jørgen from Great Britain focus: children and their 2012 LEGO® Friends is main offices are inaugurated products – the more bricks 1957 Godtfred Kirk 5. Stimulating and harmonious play intelligence and behaviour to Vig Knudstorp succeeds Kjeld 6. Endless hours of play development. “Our products launched, introducing in London and Shanghai you have, the more you Kristiansen takes over the LEGO® play Kirk Kristiansen as President 1934 Combining the two 7. Imagination, creativity, development must exist on children’s own a new mini-doll figure respectively

can build. .com/historylego lego day to day management 8. More LEGO, greater play value and CEO. He revitalises the Danish words “Leg Godt,” “Our idea has been to create 1970s terms. To put it simply: what 1940s from his father. He sees 9. Always topical company by reintroducing meaning “Play Well,” Ole Kirk the future LEGO products 2012 LEGOLAND® a toy that prepares the child himself as a manufacturer: 10. Safety and quality a strong focus on the core Kristiansen names his company do in the heads of tomorrow’s 2007 Thomas Kirk Kristiansen Malaysia opens for life – appealing to its “We want only the best … 1980 The LEGO Group business – the brick and ® joins the Board of Directors, LEGO – unaware that this imagination and developing 1969 LEGO® DUPLO® children is important” ® we must make better bricks establishes a department 1998 The LEGO Group and the LEGO System in Play word in Latin means “I put the creative urge and joy of bricks – twice the representing the continuation from even better material 1964 The first LEGO® building to develop educational MIT Media Lab launch LEGO ® together.” As an alternative, he creation that are the driving of the Kirk Kristiansen size of a LEGO brick ® on even better machinery. material based on the belief www. more: Learn instruction is introduced MINDSTORMS , an intelligent family ownership considered LEGIO (= legions) forces in every human being” on all dimensions ® We must get the best that LEGO products are LEGO brick integrating but opted finally for the name – is launched globally people for our company” more than a toy. Today robot technology and the 2017 LEGOLAND® Japan that embodies good quality for the youngest ® LEGO Education works LEGO building system LEGO Group founder, Ole Kirk Kristiansen, with his son Godtfred Kirk Christiansen opens play and commitment towards children 1999 The LEGOand® brick grandson is Kjeld Kirk Kristiansen. The family-owned LEGO Group is today owned 2005 The LEGO Group sells the with educational systems 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. children’s development by Kjeld Kirk Kristiansen and his three children. ® ® 1937 Ole Kirk Kristiansen’s son, 1956 The LEGO Group enters throughout the world elected “Toy of the Century” LEGOLAND Parks to Merlin 2013 The LEGO Group 2014 THE LEGO MOVIE™ 2017 LEGO® House opens through play Godtfred Kirk Christiansen, the German market and 1968 The first Entertainments Group and opens a new office premieres in cinemas begins designing wooden toys establishes a sales company, LEGOLAND® Park 1999 LEGOLAND® California becomes a major shareholder in Singapore all over the world at the age of 17 the first outside Denmark opens in Billund 1980s opens of Merlin Entertainments Group 1949 The forerunner of the 1960s 1990s 2002 The first LEGO® Brand 2010s 2016 LEGOLAND® Dubai LEGO® bricks we know Retail Store opens in Cologne, opens today, is launched under the 1960 A fire destroys the Germany – the same year name “Automatic Binding company’s wooden toy ware- LEGOLAND® Deutschland opens 1949 Ole Kirk Kristiansen Bricks” house and the production of 2009 A LEGO® factory opens 2017 Bali Padda succeeds 1978 The LEGO® 1989 The LEGO® sees potential in plastic wooden toys is discontinued in Monterrey, Mexico Jørgen Vig Knudstorp, Minifigure is launched Pirates theme is bricks and tries to convince who takes on the role as bringing role-play to launched. The his sons: “Have you no faith? 1962 The LEGO® wheel Chairman of the LEGO 1950s LEGO play pirate Minifigures ® Can’t you see if we do this is launched, introducing 2001 LEGO Creator products, 2008 A LEGO® factory opens 2016 Thomas Kirk Kristiansen Brand Group 1978 Kjeld Kirk Kristiansen are the first to have right, we can sell these movement to the LEGO encouraging children and in Nyíregyháza, Hungary becomes the more active owner 1958 The LEGO® brick is develops the “System within multiple facial bricks all over the world?” System in Play adults to build without rules as the Kirk Kristiansen family patented with a new coupling the System” to offer children expressions ® 1996 www.LEGO.com and limitations, are launched takes important steps in the principle, the one we know 1977 LEGO the right products at the right goes live on March 22nd 2008 Kjeld Kirk Kristiansen is smooth handover to the next today, opening up to endless Technic is launched – age and for the right purpose. challenging older children inducted into the Toy Industry generation. building possibilities New product programmes ® to build like in real life 1996 LEGOLAND Windsor Hall of Fame, USA. The honour 2011 LEGO® NINJAGO® and themes such as Castle, in England opens is motivated by the fact that is launched and quickly ® 1930s Space and Town are launched 2016 A new LEGO the LEGO Group has becomes an evergreen 1977 Kjeld Kirk Kristiansen, as part of this strategy factory opens revolutionised the way children 1932 Master carpenter and 1953 Automatic Binding grandson of Ole Kirk in Jiaxing, Kristiansen, joins play and build with bricks 2011 LEGOLAND® Florida joiner, Ole Kirk Kristiansen, Bricks change name to 2004 LEGO® licensed Minifigures China the company opens starts making wooden toys. LEGO® Mursten (LEGO Bricks). no longer have yellow faces management As an apprenticed carpenter, The name “LEGO” is now 1979 Kjeld Kirk Kristiansen – Harry Potter, for example, he pursues high quality and moulded on every brick becomes CEO of the LEGO assumes a more natural skin tone 1963 Godtfred Kirk Christiansen ® craftsmanship in everything Group. Being the first within 2000 A LEGO factory opens ® announces the 10 LEGO® 1975 The LEGO 2017 LEGO BOOST he does the owner family to hold in Kladno, Czech Republic characteristics: Group establishes 1984 The LEGO Group initiates launches in the second a formal business degree, 1955 Godtfred Kirk a sales office in Enfield, a visionary partnership with 2004 The LEGO Group faces a half year in select markets, 1. Unlimited play possibilities he brings new ideas and 1946 Ole Kirk Kristiansen Christiansen launches the USA – today representing MIT Media Lab (Massachusetts serious crisis and establishes merging digital programming orders his first plastic LEGO® System in Play as 2. For girls, for boys one of the LEGO Group's five renewed energy into the 2014 The last two of the and physical building 3. Enthusiasm at all ages Institute of Technology) USA 2000s a survival and turnaround plan. injection moulding machine company and has one primary LEGO Group’s five global a structured system of 4. Play all year round global main offices – the goal being to add As part of this plan, Jørgen from Great Britain focus: children and their 2012 LEGO® Friends is main offices are inaugurated products – the more bricks 1957 Godtfred Kirk 5. Stimulating and harmonious play intelligence and behaviour to Vig Knudstorp succeeds Kjeld 6. Endless hours of play development. “Our products launched, introducing in London and Shanghai you have, the more you Kristiansen takes over the LEGO® play Kirk Kristiansen as President 1934 Combining the two 7. Imagination, creativity, development must exist on children’s own a new mini-doll figure respectively

Did you know that LEGO ® bricks produced ® since 1958 are fully compatible with LEGO BuildingBuildingLEGOExplore aa betterbetter bricks produced today? tomorrowtomorrowLEGOcommunities® play

AsAs a a family-owned family-owned company company with with a a long-term long-term mission,mission,It is importantessential the the LEGO LEGO for to theus Group Group to LEGO provide is is Groupuniquely uniquely a to placed haveplaced totoclosebroad deliver deliver contactvariety a a positive positive ofwith fun our impact andimpact fans engaging on andon children, children, consumers society society andandthroughoutLEGO the the® playplanet. planet. theexperiences, world and forto thischildren end, we engageand adults in manyto interact initiatives with toand strengthen explore, tiesand betweento celebrate LEGO and® enthusiasts discuss with and our us. fans the many great moments LEGO play offers. BUILCOMPANdINGy ATIMELINE BETTEr TOMOrrOW 2022

Our missionDid atyou the LEGOknow Group that is toLEGO ‘inspire® and bricks develop produced the builders of tomorrow’. It is this focus on future generations ® that drivessince our responsibility1958 are effortsfully. compatible with LEGO LEGOExplore bricks produced today? LEGOcommunities® play

For children, it means creating new consumption with production of renewable opportunities to reach their potential by energy by 2020 and beyond. We will also learning through play. Our physical products continue to invest in research to meet our adhere to the strictest global safety and ambitious goal of using only sustainable quality standards, and our digital experiences materials in our core products and packaging support safe and playful learning. Through our by 2030. products and the joint activities of the LEGO Group, the LEGO Foundation and LEGO ® We support society and the communities where Education, we support the development of we are present. This is reflected in our work with children all over the world. Together with global our partners to engage children in activities strategic partners, we work to ensure our through our Local Community Engagement It is importantessential for to theus to LEGO provide Group a to have activities are respectful of children and to programme for the benefit of children and their encourage and inspire other businesses to families. The culture of the LEGO Group is closebroad contactvariety ofwith fun our and fans engaging and consumers respect children’s rights. defined by caring for employees, and safety is ® a key priority which we will never compromise. throughoutLEGO play theexperiences, world and forto thischildren end, we We work in a sustainable manner to ensure We strive to operate ethically and transparently, we reduce our impact on the planet through and to uphold human rights. engageand adults in manyto interact initiatives with toand strengthen explore, improving energy efficiency, reducing waste, ® and our goal of balancing 100% of our energy Learn more: www.LEGO.com/Responsibility tiesand betweento celebrate LEGO and enthusiasts discuss with and our us. fans the many great moments LEGO play offers. CBUILOMPANdINGy ATIMELINE BETTEr TOMOrrOW 2024

Did youDid knowyou know that thatthe LEGOLEGO Group® bricks signed produced ® the Unitedsince 1958Nations are Globalfully compatible Compact inwith 2003 LEGO LEGOExplore as thebricks first produced company today?in the toy industry? We are committed to embrace, support ® and enact United Nations’ directions LEGOcommunities play within the areas of human rights, labour standards, the environment and anti-corruption.

It is importantessential for to theus to LEGO provide Group a to have closebroad contactvariety ofwith fun our and fans engaging and consumers throughoutLEGO® play theexperiences, world and forto thischildren end, we engageand adults in manyto interact initiatives with toand strengthen explore, tiesand betweento celebrate LEGO and® enthusiasts discuss with and our us. fans the many great moments LEGO play offers. CBUILOMPANdINGLEGOy ATIMELINE BETTE® cOMMUr TOMOniTiErrs OW 202426

DidLEGO.com youDid knowyou know that thatthe LEGOLEGO LEGOGroup® bricks® Lifesigned produced the Unitedsince 1958Nations are Globalfully compatible Compact inwith 2003 LEGO Available in 26 markets and 19 different LEGO® Life is a new social platform targeted Explore as languages,thebricks first LEGO.com produced companyis the official website today?in of the toytowards industry? children under the age of 13. Launched the LEGO Group for LEGO ® fans of all ages to by the LEGO Group in January 2017*, LEGO Life Weplay are and learn committed about our values, products to andembrace, is a social, support personal, and creative experience ® experiences. that extends play through an evolving community and enact United Nations’ directionsof inspiration while adhering to the highest LEGO play Ultimately, the site aims to connect consumers standards for child safety online. LEGO Life is withinwith the LEGOthe brick areas and bring themof closerhuman to available as a digital App for both mobile and our brand, empowering creative play through tablet, and it provides children with a platform rights,online storytelling labour and LEGO standards, play experiences. where they can express their creativity, share theit encouragesenvironment children to share theirand own their LEGO creations, interact with LEGO creations through activities that celebrate their characters, and inspire one another. anti-corruption.imagination and the endless possibilities of the LEGO system of play. LEGO Life also engages LEGO fans aged 5-10 via print magazine, taking over from the previous Globally, more than 18 million people visit the LEGO club magazine, with around 2 million site every month on average. subscribers that have moved across from LEGO club to LEGO Life. Learn more: www.LEGO.com It is essential for us to provide a *LEGO Life launched in January 2017 in the Us , UK, France, Germany, Denmark, Austria and s witzerland, with additional markets launching in 2017 and 2018. broad variety of fun and engaging ® Learn more: www.LEGO.com/Life LEGO play experiences, for children and adults to interact with and explore, and to celebrate and discuss with our fans the many great moments LEGO play offers. CBUILOMPANdINGy ATIMELINE BETTEr TOMOrrOW 2024 LEGO® cOMMUniTiEs 29

Did youDid knowyou know that thatthe LEGOLEGO Group® bricks signed produced LEGO® adult fan LEGO® Social Media the Unitedsince 1958Nations are Globalfully compatible Compact inwith 2003 LEGO communitiesExplore as thebricks first produced company today?in the toy industry? LEGO® User Groups (LUGs) act as forums Through close dialogue and engagement on We are committed to embrace, support where adult LEGO enthusiasts can share their® social media, we strive to create value for hobby amongst each other. The groups have consumers. Listening to our consumers is a and enact United Nations’ directions their own websites,LEGO blogs and discussion playkey contributor to our success, and social forums, and many meet face-to-face on a platforms allow us to connect meaningfully within the areas of human regular basis. There are over 280 recognised with our many fans across borders. LUGs worldwide with more than 400,000 rights, labour standards, registered members; these fans are referred connect with us on: Facebook, youTube, to as AFOLs (Adult Fans of LEGO). instagram, pinterest, Twitter, Google+, Linkedin the environment and and via the LEGO® TV App. anti-corruption. Through the LEGO Ambassador network (LAn), the LEGO Group and AFOLs build mutually beneficial relations around activities such as events, public exhibitions and review of new LEGO products. AFOLs are also invited to take active part in product suggestion and selection on the LEGOIt i deasis crowdsourcingessential platform. for us to provide a

Learn more:broad https://LAN.LEGO.com variety of fun and engaging LEGO® play experiences, for children and adults to interact with and explore, and to celebrate and discuss with our fans the many great moments LEGO play offers. CBUILOMPANdINGLEGOy ATIMELINE ®BETTE cOMMUr TOMOniTiEsrrOW 203024

DidDid youDid you knowyou know know that that thatthe your LEGOLEGO brain Group® bricks is making signed produced use theof United sincethe most 1958Nations critical are Globalfully skills compatible Compact for learning inwith 2003 when LEGO Explore asplaying thebricks first with produced company LEGO® today?in bricks? the toy Even industry? when you build Weand are rebuild committed with tojust embrace, a few bricks support you stimulate ® andmore enact than United 20 skills, Nations’ supporting directions competences LEGO play withinsuch the as areasproblem of humansolving, creativity, empathy, rights,communication labour standards, and collaboration. the environment and anti-corruption.

It is essential for us to provide a broad variety of fun and engaging LEGO® play experiences, for children and adults to interact with and explore, and to celebrate and discuss with our fans the many great moments LEGO play offers. CBUILOMPANdINGLEGOy ATIMELINE ®BETTE cOMMUr TOMOniTiEsrrOW 203024 EXPLORE LEGO® PL Ay 33 LEGO® Build the Change DidDid youDid you knowyou know know that that thatthe your LEGOLEGO brain Group® bricks is making signed produced use LEGO® Build the Change is a global non-profit theof United sincethe most 1958Nations critical are Globalfully skills compatible Compact for learning inwith 2003 when LEGO event-based concept operated by the LEGO Group. ® Build the Change has existed since 2007 and falls asplaying thebricks first with produced company LEGO today?in bricks? the toy Even industry? when you build under the LEGO Group’s Local Community Engagement programme. It is a hands-on minds-on Weand are rebuild committed with tojust embrace, a few bricks support you stimulate concept under constant development, accommodating children’s interests and engagement, and it seeks to andmore enact than United 20 skills, Nations’ supporting directions competences inspire children to express their vision and dreams withinsuch the as areasproblem of humansolving, creativity, empathy, of a better tomorrow using LEGO bricks. rights,communication labour standards, and collaboration. The events are always topic specific with outset in surroundings children can relate to – be it their the environment and school, city or local community. The concept is equally relevant for LEGO Group activities and anti-corruption. activities by external partners who seek to give 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/Aboutus CBUILOMPANdINGLEGOy ATIMELINE ®BETTEEXPLORE cOMMUr TOMOni LEGOTiEsrr® OWPL Ay 20303424 EXPLORE LEGO® PL Ay 35

DidDid youDidFIRST you knowyou ®know LEGO know that that® thatLeaguethe your LEGOLEGO brain Group® bricks is making signed produced use LEGO® Brand theof United sinceandthe mostFIRST 1958Nations critical® are LEGO Globalfully ®skills League compatible Compact for learningJr. inwith 2003 when LEGO Retail Stores asplaying thebricks first with produced company LEGO® today?in bricks? the toy Even industry? when you build FIRST® LEGO® League is an annual team-based Weand are rebuild committed with tojust embrace, a few bricksprogramme support introducingyou stimulate children aged 9 to 16 to the fun and excitement of STEM subjects: andmore enact than United 20 skills, Nations’ supporting directionsScience, competences Technology, Engineering and Mathematics. The programme, established withinsuch the as areasproblem of humansolving, creativity,in 1998 as a collaboration empathy, between LEGO Education and the American non-profit rights,communication labour standards, and collaboration. organisation FIRST®, now reaches more than 255,000 students in over 85 countries. Each the environment and year, an annual challenge is announced to anti-corruption. engage teams in authentic scientific research and hands-on robotics design using LEGO MINDSTORMS®. In FIRST® LEGO League, there is also a strong emphasis on a set of fundamental core values – emphasising the importance of friendly competition and mutual gain – as well as developing 21st century skills such as teamwork, problem solving, and critical thinking.

In 2004, FIRST® LEGO® League Jr. was established to capture the curiosity of younger children aged 6 to 10 to engage them in the wonders of science and technology. Children design, build, programme, test, and present Through our more than 130 LEGO ® Brand Minifigures to selecting specific bricks in the LEGO models based on real-world challenges, Retail Stores in 10 countries, we bring LEGO Pick & Build wall over to watching a LEGO and incorporate movement into their creations by play to life through an interactive and vibrant product come to life through the LEGO Digital using LEGO Education WeDo 2.0. FIRST ® LEGO shopping experience designed just for Box. Other than offering the biggest assortment League Jr. engages more than 68,000 children children. of LEGO products in one place, play areas to in over 30 countries. unlock one’s creativity, and expert building tips Upon entering a LEGO Brand Retail Store, from store associates, LEGO Brand Retail Learn more: www.FIRSTLEGOleague.org visitors are invited to interact with LEGO play Stores also run monthly in-store activities. and www.FIRSTLEGOleaguejr.org experiences: from building personalised LEGO Learn more: www.LEGO.com/Stores CBUILOMPANdINGLEGOy ATIMELINE ®BETTEEXPLORE cOMMUr TOMOni LEGOTiEsrr® OWPL Ay 20303624 EXPLORE LEGO® PL Ay 37

DidDid youDidLEGO you knowyou ®know House know that that thatthe your LEGOLEGO brain Group® bricks is making signed produced use LEGOLAND® Parks Using the theof United sincethe most 1958Nations critical are Globalfully skills compatible Compact for learning inwith 2003 when LEGO LEGO® brand asplaying thebricks first with produced company LEGO® today?in bricks? the toy Even industry? when you build • ALWAYS write the LEGO brand name in capital Weand are rebuild committed with tojust embrace, a few bricks support you stimulate letters. • ALWAYS use a descriptive noun after the LEGO brand name, it must never appear on its own. andmore enact than United 20 skills, Nations’ supporting directions competences • E.g. wrong use: I play with LEGO. • E.g. correct use: I play with LEGO bricks. withinsuch the as areasproblem of humansolving, creativity, empathy, • ALWAYS accompany the LEGO brand name by the Registered symbol ® in headlines and rights,communication labour standards, and collaboration. the first time it appears in copy text. LEGOLAND® Parks are family parks presenting exciting • NEVER use the LEGO brand name as a worlds of adventures inspired by the creativity and generic term, add a possessive ‘s,’ plural ‘s’ the environment and or hyphen. ® endless opportunities of the LEGO brick and fun LEGO • E.g. wrong use: LEGO’s, LEGOs, LEGO-bricks. play themes. The LEGO Group sold its four LEGOLAND • E.g. correct use: the LEGO brand’s, LEGO anti-corruption. bricks. Parks in 2005 to Merlin Entertainments Group*, which has • NEVER use the Registered symbol ® in continued to invest in these and new parks around the connection with a company name. world. Currently, LEGOLAND Parks can be enjoyed at the • E.g. wrong use: LEGO® System A/S. following destinations: • E.g. correct use: LEGO System A/S. • NEVER change or adjust the graphical design of the LEGO logo. LEGOLAND® Billund Resort LEGOLAND® Windsor Resort LEGOLAND® California Resort Thank you for LEGOLAND® Deutschland Resort helping us protect ® LEGOLAND Florida Resort the LEGO® brand! LEGOLAND® Malaysia Resort LEGOLAND® Dubai During the second half of 2017, a new The LEGO House represents 21 LEGO bricks ® ® LEGOLAND Japan experience house, LEGO House – Home built on top of one another. At the very top, Produced for the LEGO Group by Corporate Brand Communications. © 2017 The LEGO Group. of the Brick, opens in Billund, Denmark. the Masterpiece Gallery will be situated, Merlin Entertainments Group has also developed a LEGO, the LEGO logo, the Minifigure, DUPLO, BIONICLE, LEGENDS It allows fans of all ages to discover the LEGO shaped to resemble and be a tribute to the OF CHIMA, the FRIENDS logo, the MINIFIGURES logo, DIMENSIONS, second LEGO based attraction – LEGOLAND Discovery MINDSTORMS, MIXELS, NINJAGO, NEXO KNIGHTS and LEGOLAND Group’s history and values and be inspired by classic 2X4 LEGO brick. are trademarks of the LEGO Group. ©2017 the LEGO Group. Centres: small indoor versions of the LEGOLAND Parks the LEGO brick’s endless play and learning All rights reserved. featuring models and activities around the LEGO play © 2017 & ™ Lucasfilm Ltd. possibilities. Six different experience zones, experience with 19 centres operating worldwide. ™ & © Warner Bros. Entertainment Inc. three restaurants, and a state of the art LEGO ™ & © DC Comics ™ & © Marvel & Subs. Brand Retail Store invites guests to interact, *KIRKBI A/S (owning 75% of the LEGO Group) owns 29.9% of Merlin © Disney Entertainments Group. build and play in a breathtaking setting. THE LEGO® MOVIE™ © The LEGO Group & Warner Bros Entertainment Inc.

Learn more: www.LEGOLAND.com © 2017 Mojang AB and Mojang Synergies AB. MINECRAFT is a Learn more: www.LEGOHouse.com and www.LEGOLANDdiscoverycenter.com trademark or registered trademark of Mojang Synergies AB. CBUILOMPANdINGLEGOy ATIMELINE ®BETTE cOMMUr TOMOniTiEsrrOW 203024 Learn more about the LEGO Group and LEGO Group activities at DidDid youDidwww.LEGO.com/Aboutus you knowyou know know that that thatthe your LEGOLEGO brain Group® bricks is making signed produced use theof United sincethe most 1958Nations critical are Globalfully skills compatible Compact for learning inwith 2003 when LEGO asplaying thebricks first with produced company LEGO® today?in bricks? the toy Even industry? when you build Weand are rebuild committed with tojust embrace, a few bricks support you stimulate andmore enact than United 20 skills, Nations’ supporting directions competences withinsuch the as areasproblem of humansolving, creativity, empathy, rights,communication labour standards, and collaboration. the environment and anti-corruption.

The LEGO Group Aastvej 1 7190 Billund Denmark Tel.: +45 79 50 60 70 www.LEGO.com