Contact:

555 Taylor Road Jordan Dodson

Enfield, CT 06083 Communication Director
1-800-838-9647 1-800-555-9647
http://www.LEGO.com/en-us jdodson@LEGO.com

Strategic Brief: Media Kit

Prepared by: Jordan Dodson
Client Bio:
LEGO, a privately held company, positively impacts children by providing them with the
highest quality products. These products promote children's imagination through their
systematical creative capabilities. This enriches a childs life by laying the foundation for later
adulthood. The LEGO Group looks to create a lasting brand that impacts the life and future of
these children.

Purpose Statement:
Promote event on Nov. 1, 9 a.m. to 5 p.m. at LEGOLAND California
Raise awareness of LEGOLANDs attractions and activities
Develop new LEGO fans through 100 LEGO piece contest
Promote LEGOs mission to build creativity in children

Target Audience:
Families
o Children ages 3-12
o Parents/ guardians

Distribution Plan:
Press release (newspapers, catalogs, magazines)
Social media (Facebook, Twitter, Pinterest, Instagram)
Webpage

Evaluation Plan:
Manage social media to determine response rate
Track attendance at event
Record demographics regarding contest
Monitor media outlets that attend event
o Thank them for their coverage of LEGO
Oversee sales increase due to event
 Contact:
555 Taylor Road Jordan Dodson
Enfield, CT 06083 Communication Director
1-800-838-9647 1-800-555-9647
http://www.LEGO.com/en-us jdodson@LEGO.com

100 Brick Challenge: Winner Biographies

In honor of the LEGO Bricks 60th anniversary The LEGO Group has challenged its
most loyal fans to a 100 Brick Challenge. LEGO judged based on ingenuity and creativity with
less than 100 pieces. Over 14,000 applicants submitted their masterpieces: however only three
made the cut. The three age groups included ages 3-6, ages 7-9 and ages 10-12. The winners
earned their families a two-day and two-nights stay at LEGOLAND California with free passes
to all attractions. LEGO displays each sculpture in The LEGOLAND Hotel along with pictures
and biographies of each winner. The inspiring story of each winner follows.

Christie Miller
My Home on Mars
Age Category: 3-6
Hearst, Texas

Do you ever dream of going to space? Christie Miller, a 4-year-old at

Sunshine Factory Preschool, took her outer space dreams to new heights
in her 100 Brick Challenge. Miller exclaims, When I get big, I want to
go to outer space and build a place for people to visit. My home on
Mars shows a young girls aspiration to become an astronaut so she can
show the world how to dream a little higher.

All aspects of Christies life possess this dreamers attitude. Her teacher,
Jewel Jannsen, and her father, Michael Miller, have noted her
insurmountable imagination. Christies father told LEGO Christies
imagination keeps her thinking outside the box, while her love for
friends and relatives keeps her heart grounded. Her shooting for the
stars attitude gave her an out of this world creation.

The total design of this masterpiece took 97 bricks. This futuristic house has all the makings of a
typical earth house with special features, including an alien museum and trampoline bed. The set
included LEGO Christie with her pet kitten, Mr. Explorer. Overall this set demonstrated the out
of the box, creative thinking LEGO users can accomplish. LEGO presents the award for The 100
Brick Winner to Christie Miller.

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Page 2 of 3, 100 Brick Challenge: Winner Biographies

Katie Jones
So, We All Can LEARN
Age Category: 7-9
Berwick, Maine

Some could describe Katie Jones, a 9-year-old at Northeast Elementary,

as a typical fourth grader. She has two loving parents, Monica and
George Jones, a fun-filled younger brother, and a pet rabbit name
Thumper. However, Katies desire to teach makes her different from
others her age. I love school, and I love the way my teachers are always
telling us to use our creative talents to make a difference. This has
inspired Katie to become a teacher.

Even her teacher, Michael Enders has taken notice of Katies

abilities. He shared with us that, Katie is a great student who loves
working with her classmates and doing presentations. She can always
get a group of kids going with one of her creative ideas. Her mother
notes that this started at a young age when she would practice
teaching to her LEGO bricks.

These life experiences provided the reasons why Katie created her masterpiece, So, We All Can
LEARN. This showpiece, of 95 LEGO Pieces, has the qualification of the ultimate classroom.
Katie describes it as a classroom that would be the perfect place for kids to learn. This modern
learning environment has interactive desks, glass ceilings and of course an interactive white
board for her to teach students. Katies project shows how LEGO bricks cannot only inspire
children to learn but share what they have learned with others. LEGO presents the award for the
100 Brick Winner to Katie Jones.

Stephen Smith
In Honor of Those Lost
Age Category: 10-12
Littletown, Colo.

A 12-year- old boy, Stephen Smith, had a quest for self-expression. One
day his mother, Susie Smith, recommended he pursue LEGOs. She
reminisced, After playing and working hard with all his classmates he
was ready for some quiet time with LEGOs to be an individual again.

This technique became useful when Stephens class studied the 9/11
attacks on the World Trade Center building. Looking for an outlet,
Steven began using his LEGOs to express how he felt. He explains,
Ever since I heard about September 11, I wanted to do something to
remember those people who died and to honor the heroes who died
trying to save them.

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Page 3 of 3, 100 Brick Challenge: Winner Biographies

In Honor of those Lost contains exactly 100 LEGO pieces representing a one-eighths scale
replica of the Twin Towers. Stephen hopes to use his design skill learned through LEGOs in his
future career as an architect. This model shows that LEGO bricks contain more than plastic.
They provide opportunities to express oneself. LEGO presents the award for 100 Brick Winner
to Stephen Smith.

###
 Contact:
555 Taylor Road Jordan Dodson
Enfield, CT 06083 Communication Director
1-800-838-9647 1-800-555-9647
http://www.LEGO.com/en-us jdodson@LEGO.com

FACT SHEET
Basic Information
Kirk Christiansen began the company with wooden toys in 1932
Headquarters located in Billund, Denmark
Offices in United States of America, China, Singapore and 26 other countries
LEGO comes from the Danish words Leg and Godt, meaning play well

Organizational Leaders
Jrgen Vig Knudstorp, Chief Executive Officer
John Goodwin, Chief Financial Officer Executive Vice President Business Enabling
Bali Padda, Chief Operations Officer Executive Vice President Operations
Julia Goldin, Chief Marketing Officer Vice President Product and Marketing Development
Loren I. Shuster, Chief Commercial Officer Executive Vice President Marketing

Products and Product Lines

39 lines of products with target audiences of children, adults, males and females
Most popular lines include: Star Wars, Ninjago and City
Fans around the world purchase LEGO CITY more than any other, making it
the most popular
Each product line includes individual products with free online interactive media
For a full list visit http://www.lego.com/en-us/products

Subsidiary Companies
LEGO Education
o Includes training from preschool to graduate, relating to in topics science, technology and many more
LEGOLAND
o Seven locations with over 100+ acres and 50 rides, shows and attractions
LEGO Club
o Safe and productive learning environment for children and their LEGOs
REBRICK
o Blog site for adults to share LEGO creations
The LEGO Foundation
o Create learning environments that are most beneficial to childrens education

Fun Facts:
LEGO produces 19 billion parts per year
LEGO has produce 400 billion bricks since 1958
Consumers purchase seven sets every second around the world
4 billion LEGO minifigures make up the worlds largest people group
 Contact:
555 Taylor Road Jordan Dodson
Enfield, CT 06083 Communication Director
1-800-838-9647 1-800-555-9647
http://www.LEGO.com/en-us jdodson@LEGO.com

MEDIA ADVISORY
LEGO CELEBRATES 60th ANNIVERSARY OF THE BRICK

In honor of the LEGO Bricks 60th anniversary, LEGO will hold a birthday party for the whole
family. President Barack Obama will begin the party speaking about the impact of LEGO on
American culture. During this time Jrgen Vig Knudstorp will reveal winners of this years
sculpture competition and the new LEGO brick colors. We then invite all guests to spend the
remainder of the evening exploring LEGOLAND.

WHO: President Barack Obama

Jrgen Vig Knudstorp, CEO, LEGO
Will Ferrell, voice of LEGO President Business
Channing Tatum, voice of LEGO Clark Kent
David Beckham, professional soccer player and LEGO promoter
LEGO fans and families

WHAT: Birthday Extravaganza

Speakers Jrgen Vig Knudstorp and President Barack Obama
Announcement of sculpture competition winners
All day pass to LEGOLAND Amusement Park
Unveiling of new limited edition LEGO anniversary colors

WHEN: Saturday, Nov. 1, at 9 a.m. - 5 p.m.

President Obama Speech..................... 9:30 a.m.
Jrgen Vig Knudstorp Speech ............... 10 a.m.
Contest Winner Announcements ...... 10:30 a.m.
Interview with President and CEO ........ 11 a.m.

WHERE: LEGOLAND California

1 LEGOLAND Drive
Carlsbad, CA 92008

WHY: Birthday party celebration for the 60th anniversary of the LEGO brick

Parking and media passes available upon request. Contact Jordan Dodson at 1-800-555-9647.
 Contact:
555 Taylor Road Jordan Dodson
Enfield, CT 06083 Communication Director
1-800-838-9647 1-800-555-9647
http://www.LEGO.com/en-us jdodson@LEGO.com

NEWS RELEASE

Oct. 5, 2015
FOR IMMEDIATE RELEASE

LEGO Celebrates 60th Anniversary of the Brick

ENFIELD, Conn. LEGO celebrates its 60th anniversary of the brick at LEGOLAND California
on Nov. 1. We have invited LEGO friends, family, and fans alike. The party will begin at 9 a.m.
with a speech from the U.S. President Barack Obama and Company CEO Jrgen Vig
Knudstorp.

Following his speech, Jrgen Vig Knudstorp will unveil the winners for this years 100 brick
challenge. LEGO selected three participants ages 3 to 12 from the 14,357 applicants.
Submissions contained ingenuity and creativity with 100 pieces or less. Contest winners will
earn a two-day and two-night stay at LEGOLAND California.

We at LEGO have been privileged to spawn 60 years of creativity in children of all ages in
nearly every country on the planet, stated Knudstorp. LEGO encourages its guest to celebrate
with complementary festivities. Supporters can guess at www.lego.com/newbrick the new
LEGO brick colors that we will unveil. Visitors can conclude the day riding the parks rides
including Costersaurus, Flight Squadron, The Dragon and many more.

For more information contact Jordan Dodson at jdodson@lego.com.

LEGO, a privately held company, positively impacts children by providing them with the highest
quality products. These products promote children's imagination through their systematical
creative capabilities.

###
 Social Media Release
COMPANY CONTACT
LEGO 60th Anniversary Extravaganza
Jordan Dodson
555 Taylor Road Eneld, CT 06083 Communica/on Director
1 800 838 9647 1 800 555 9647
www.lego.com jdodson@lego.com

Help celebrate the Bricks 60th anniversary

Join us in LEGOLAND California, 1 LEGOLAND Dr., Carlsbad Like our
Events begin Nov. 1, 9 a.m. to 5 p.m. page
LEGO will announce the three winners of the two-day and two-
nights stay at LEGOLAND California
Ride on the Coastersaurus, Mias Riding Camp, Flight Squadron,
Soak~N~Sail , The Dragon and many more Tweet
Receive our new anniversary line of LEGO Bricks #LEGO60th
Did someone say cake!? for updates
For the past 60 years, LEGO has fostered the imagina9ve
spirit of millions of children around the world. We celebrate Find new
60 years of individual expression and crea9vity made
LEGO
Guess the new possible by this dedicated company.
President Barack Obama (Guest of Honor) designs
brick colors
www.lego.com/newbrick
We at LEGO have been privileged to spawn 60 years of
crea9vity in children of all ages in nearly every country on See sculpture
the planet. We celebrate their accomplishments and nalist 1st
commit ourselves to con9nuing our mission for another
virtual tour 60 years and beyond.
--- Jrgen Vig Knudstorp, CEO

LEGO, a privately held company, posi/vely impacts children by providing them Make your
with the highest quality products. These systema/cally crea/ve products LEGO ID for
LEGOLAND promote childrens imagina/on. LEGO, a highly recognized brand, has new deals @
extremely loyal fans. This celebra/on will exemplify LEGOs personal brand www.lego.com
allowing it to stay an iconic brand.
h[p://www.legoland.co.uk/
hotel/virtualtour/
Build your imagina>on. Build your future tm
 555 Taylor Road
Enfield, CT 06083
1-800-838-9647
http://www.LEGO.com/en-us

TO: Kathy Doody, General Manager of Being A Mom

FROM: Jordan Dodson, Communication Director of The LEGO Group

DATE: Oct. 20, 2015

SUBJECT: Come Celebrate the LEGO Bricks 60th Anniversary

In honor of the LEGO Bricks 60th Anniversary, LEGO will hold a birthday party for the whole
family. LEGO has provided systematically creative projects for over 80 years and now wants to
give back. We thank parents for all they do in their childrens life by holding a party for them
and their kids. Your readers will not want to miss this once in a lifetime event. LEGOLAND
California will open its doors for a birthday extravaganza.

The festivities will begin with President Barack Obama giving an inspirational speech regarding
the impact of LEGOs and children. This rare opportunity allows for your audiences children to
hear the President of the United States speak directly to them regarding one of their favorite
toys. LEGO CEO Jrgen Vig Knudstorp will then announce the winners of this years youth
LEGO sculpture contest. After the morning celebrations, we encourage all attendees to spend
the rest of the day exploring LEGOLAND. Parents can feel reassured knowing their children
will experience LEGOs in a new interactive way. Encourage your readers to create lifelong
memories with LEGO by attending our birthday extravaganza.

Thanks you so much for your time and consideration. Please contact me with any questions,
comments or concern at jdodson@LEGO.com or call me 1-800-555-9647. I will contact you in
the next two weeks to discuss your interest. I look forward to your response.
 SUBJECT LINE AND SOCIAL MEDIA POST

Subject Line:
Come Celebrate LEGO Bricks 60th anniversary

Twitter Post:
Did someone say party @ LEGOLAND_CA? Come check out the party of
the year! Click Here for Tickets! #LEGO60th

Facebook Post:
Come to an unforgettable LEGO Birthday Extravaganza. Games, prizes and of
course birthday cake. Dont miss the party everyone will talk about! Click Here
for Tickets! #LEGO60th
 Contact:
555 Taylor Road Jordan Dodson
Enfield, CT 06083 Communication Director
1-800-838-9647 1-800-555-9647
http://www.LEGO.com/en-us jdodson@LEGO.com

Backgrounder

The LEGO Group, a privately held company, creates only the highest quality of

merchandise. These systematically creative products promote childrens imagination. LEGO, a

highly recognized company, has extremely loyal fans.

The LEGO Brand

The LEGO Group mission is to Inspire and develop the builders of tomorrow. LEGO

fulfills this mission by globalizing and innovating the LEGO brick. Each brick comes with four

promises, play, planet, partner and people. Through its play promise this company strives to

cultivate joy and pride in ones creations. LEGOs planet promise focuses on its production and

distribution positively impacting the environment. Through its partner promise The LEGO

Group will foster the value of creation in its users. Together LEGO and its partners will succeed

through its people promise. All of these stem from LEGOs goal of making only the best

products for its consumers including men and women of all ages. By doing this, LEGO provides

its fans with imagination, creativity, fun, learning, caring, and quality.

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Page 2 of 5, LEGO Backgrounder

History

It all began in a carpenters workshop, in Billund, Denmark, and now over 80 years later

LEGO has become one of the largest toy manufacturers in the world. In 1932 Ole Kirk

Kristiansen decided to create high quality products that are fun to play with. He began by

building wooden toys. Two years later his son Godtfred Kirk Kristiansen honored his fathers

standards by putting two Danish words, leg godt meaning play well, together to form the word

LEGO.

In 1946, LEGO began expanding its merchandise to include plastic components, making

it the first in Denmark. It took another 12 years for LEGO to make its iconic LEGO Brick.

Throughout this time LEGO began to expand outside of Denmark into areas such as Germany.

In 1958, The LEGO Group named Godtfred Kirk Christiansen CEO. During the 60s LEGO

progressed from wooden toys to plastic. By focusing on plastic, LEGO created different lines of

products including DUPLO, LEGO bricks designed for children. LEGO also expanded from a

toy company to entertainment by creating LEGOLAND.

LEGOs expansions to Spain, The United States, Hungary and many more countries

called for unity in its image. In 1973, LEGO solidified its brand creating the logo used today.

LEGO had made itself a global enterprise. It also increased its product lines to include familiar

brands such as Star Wars and Harry Potter. LEGO expanded its company to include

education initiatives such as LEGO Education. Its most recent success was the LEGO Movie

premiering in 2014.

LEGO has permanently ingrained itself in todays world. Jrgen Vig Knudstorp works as

acting CEO of The LEGO Group and plans on continuing the legacy his father and his fathers

father left before him; to create a positive impact on todays society by creating the best quality

toys, which instill learning and development.

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Page 3 of 5, LEGO Backgrounder

Products Lines

Over the years, LEGO has marketed itself to nearly every age group. What started as a

toy company for kids has become an industry relatable for people of all ages. Each type of

merchandise focuses on a different target audience including age and gender. Ages range from 0

to 16+. There are 39 lines of products with target audiences of children, adults, males and

females. Fans around the world purchase LEGO CITY more than any other. Many of the

merchandise now incorporates other brands to further promote LEGO while attracting new

consumers. Each toy includes individual materials with free online interactive media. Following

is a segmentation break down of target audience and product line.

Accessories .............. Key Chains, Watches, Clothing

Adult ..................... Serious Play, Ideas, Architecture

Brand ...................Star Wars, Marvel, Minecraft

Children........................................DUPLO, Juniors

Females .............Friends, Elves, Disney Princesses

Home....................Clocks, Storage, Kitchen Supplies

Males......... Chima, NINJAGO, NEXO KNIGHTS

Miscellaneous ................... The LEGO Movie, Books

Robotics ............. MINDSTORM, Power Functions

Seasonal ................. Christmas, Thanksgiving, Easter

Unisex ...................................... City, Creator, Classic

Vehicles...................................... Trains, Cars, Trucks

Video Games .................FUSION, DIMENSIONS

For a full list visit http://www.lego.com/en-us/products

Page 4 of 5, LEGO Backgrounder

Subsidiary Companies

Over the years LEGO has invested into projects that share the same commitment to

inspire and develop the builders of tomorrow through the LEGO system-in-play. LEGO divides

this into three categories education, entertainment and fan membership. Entertainment focuses

on creating safe and fun environments for children and their families to make memories while

spending quality time together. LEGOLAND truly embodies this vision, with seven locations

and over 100+ acres of rides, shows and attractions per site.

Education programs promote learning through LEGO bricks. LEGOs collaboration

with the LEGO Education is a prime example. LEGO Education includes training from

preschool to graduate in the topics of science, technology and many more. LEGO highly

involves itself with the LEGO Foundation. This program creates the most beneficial learning

environments for childrens education that have not yet entered school.

Membership organizations allow for interaction between the LEGO Group and its fans.

Two organizations focus on different age groups. The LEGO Club provides a safe and

productive learning environment for children and their LEGO bricks. REBRICK allows for

adults to share their LEGO creations through a blog. In both companies, users create LEGO ID

accounts to allow users to save their posts and revisit them.

In addition to subsidiary companies LEGO also partners with existing companies that

strive for similar goals. Its membership with the United Nations Global Compact embodies

LEGOs business practices including labor rights, business ethics and transparency. The LEGO

Group strives to improve childrens lives through its products. To help those that it cannot reach

LEGO turns to UNICEF. Finally LEGO works with the World Wildlife Foundation as it strives

to reduce CO2 emissions.

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Page 5 of 5, LEGO Backgrounder

A Look to the Future

In conclusion, LEGO business practices and commitment to creating the best

merchandise have made it one of the most recognizable brands in the world. LEGO has

positively influenced the lives of children and adults for over 80 years and will continue for

many years to come.

In the future, The LEGO Group will continue to adapt future product lines to suit the

needs of the modern LEGO fan. LEGO will keep in touch with these fans via social media. This

company recognizes that the fans make this company thrive and will continue to create toys and

play environments that allow for the most amounts of growth and development.

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