The Toy Industry
9-613-004 J U L Y 7 , 2 0 1 2 JAN W. RIVKIN STEFAN H. THOMKE DANIELA BEYERSDORFER LEGO On March 18, 2011, Jørgen Vig Knudstorp, CEO of the LEGO Group, strode out of the cafeteria at company headquarters in Billund, Denmark, and turned right into the packaging area. He had just witnessed a discussion between Bali Padda, Executive VP of Global Supply Chain, and Mads Nipper, Executive VP of Markets & Products, that had ended without clear decisions. Knudstorp wanted Padda and Nipper to know that he was available to help with the decisions if necessary. Known among families worldwide for its iconic brick-based toys, the LEGO Group was privately held by the Kirk Kristiansen founding family and had been committed since its early days to developing the imaginations of children. A rocky decade had culminated in a near-death experience in 2004, but the Group had gotten back on track under Knudstorp’s leadership. Between 2004 and 2010, the Group’s revenue had grown by 165% in a stagnant global toy market, making it the world’s fourth largest traditional toy maker. By 2010, its return on invested capital soared above 160%. (See Exhibits 1 and 2 for selected financials and the company’s organization.) Padda and Nipper had started their annual negotiations on how many new components product designers would have available for their new products. (A “component” was a LEGO® brick of a particular shape in a specific color or with a specific decoration.) Since the 2004 crisis, LEGO Group leaders had tightly controlled the component count; setting the next target was always difficult.
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