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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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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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

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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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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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