lego info update

8/2/2019 Lego Info Update

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Company ProfleAn introduction to the LEGO Group

2010


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2 Cmpy pf 2010


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Contents

t all began in 1932 4

G Grou in ke gures 5

focus on growth 6

rganisation 7dea and roduction 8

To o the Centur 9

G roducts or all children 13

The inigure 14

GD arks 16

G Counit 17

earning through la 19

fun G facts 20

Using the G brand nae 22


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It all began in 1932 ...

The ounder, le Kirk Kristiansen, hit uon the G

nae in 1934 He took the rst two letters o the Dan-

ish words G GDT, eaning la well, and ut the

together quite unaware that one eaning o the wordin atin is ut together Toda an ears later

G is both the nae and the idea behind the

coan pla is a ke eleent in childrens growth and

develoent, and la stiulates the iagination, the

eergence o ideas, and creative exression t is G

hilosoh that good la enriches a childs lie and its

subsequent adulthood With this in ind, the G Grou

has develoed and arketed a wide range o roducts,

all ounded on the sae basic hilosoh o learning and

develoing through la

True to its otto nl the best is good enough theG Grou has ehasised the iortance o high

qualit throughout its ore than 75-ear histor, ensuring

that consuers return to G roducts again and again

t the sae tie the G sste eans that an

thousands o building eleents can be easil cobined

in innuerable was and just as readil disantled

again The ore G bricks ou have, the ore ertile

our creativit can becoe, and there are hours o la in

the G brick that ou dont nd elsewhere

Childs la is an ever-changing world, and the co-

ans roduct develoent deartents thereore work

ssteaticall with the evolution o ailiar la thees

and roduct lines based on research aong childrenand arents into things like la habits, ail atterns

and housing conditions dded to this is the act that a

cobination o ssteatis, logic and unliited creativit

activates learning through la in a ver secial G wa

which in an age o increasing deands uon the childs

learning and abilit to solve colex robles caters

uniquel or toorrows child t is or this reason that the

G sste is requentl cited b an leading organi-

sations and individuals as a seciall creative la ate-

rial used in learning contexts b institutions and schools

throughout the world

The child o the uture will have lent o things to la

with Consuer electronics is a tough coetitor to

traditional tos But the G Grou is in no doubt that

the G brick will continue in uture to be relevant to

children o all ages world o iagination and total ab-

sortion putting two G bricks together is intuitive and

delivers the sontaneous jo o creation which can be

suleented but never relaced b virtual exeri-

ences


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LEGO Groupin key fgures

The G Grou ended 2009 with a highl satisactor

result The result beore tax - a surlus o DKK 2,887 illion

- exceeded all exectations or the ear, and the G

Grous net sales rose b 224% ro DKK 9,526 illion in2008 to DKK 1 1,661 illion in 2009

earl all the G Grous arkets saw signicant sales

increases in 2009 - desite the act that, overall, the global

to arket was stagnant in 2009

n 2009, the two classic roduct lines G Cit and

G Star Wars were once again the ost successul

lines

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2009 2008 2007 2006 2005

IncomeStatement:

evenue 11,661 9,526 8,027 7,798 7,027

xenses (8,659) (7,522) (6,556) (6,393) (6,605)

erating roit beore secial ites 3,002 2,004 1,471 1,405 423

airent o non-current assets (85) (20) 24 270 86

estructuring exenses and other secial ites (15) 116 (46) (350) (129)

financial incoe and exenses (15) (248) (35) (44) (51)

proit beore incoe tax 2,887 1,852 1,414 1,281 329

proit, continuing activities 2,204 1,352 1,028 1,290 214

et roit or the ear 2,204 1,352 1,028 1,290 214

Employees:

verage nuber (ull-t ie) 7,058 5,388 4,199 4,908 5,302

FinancialHighlights

TheLEGOGroup

(DKKmillion)


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Focus ongrowth

The G Grou has seen continued growth over the

revious ve ears, and sales have increased b double-

digit growth rates in the last ew ears This has ha-

ened in a global to arket characterised b stagnationthroughout the last decade

The G Grou exects continued growth in sales in

the ears ahead The oundation or this growth is a con-

stant ocus on the coans core roducts and arkets

n this basis, seven growth initiatives have been dened:

GrowmarketshareinUSA

US is the worlds largest arket or tos, and the G

Grou has draaticall increased its arket share in

recent ears, to aroxiatel ve er cent The GGrou believes this share can be urther increased in

the coing ears

GrowmarketshareinEasternEurope

The to arket in astern uroe is exeriencing raid

growth, and the G Grou ais to continue to ex-

and its strong osition on these arkets

Seedemergingmarkets

The G Grou does not et enjo a strong arket o-

sition in arkets such as China, mexico, Brazil and ndia

These arkets are exected to see strong growth in theuture, and the G Grou lans to invest in develo-

ing the

Seednewconcepts

n addition to ongoing roduct develoent based on

the existing core ortolio, the G Grou will develo

innovative new roducts which are obviousl G

roducts, but never seen beore n exale o such

new roducts is the G Gaes board-gae series

launched in 2009

Expanddirecttoconsumeractivities

The G Grou currentl has direct contact to con-suers through its own sales channels, clubs, collabo-

ration rogras, etc The ai is to get even closer to

consuers through greater contact and b exanding

oers available direct to consuers

ExpandLEGOEducation

The ai is to create growth in the area o educational

aterials or reschools, schools and educational institu-

tions all over the world

Developdigitalbusiness

The G Grou currentl oerates on digital latorsthrough the Gco website and video gaes Digital

business will be urther exanded, in articular through

G Universe the rst mmG (assivel ultilaer

online gae) ro the G Grou, to be launched in

the second hal o 2010


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Organisation

The G Grou has a global workorce o arox 9,000

eole

CorporateManagementcomprises:The Chie xecutive cer, the Chie financial cer and

our xecutive Vice presidents, each with their own busi-

ness area

CEO

Markets&Products

Community,Education&Direct

CorporateCenter

GlobalSupplyChain

CorporateFinance

markets & products

(m&p) has global

resonsibilit or

develoent o new

roducts or retailcustoers, develo-

ent o arketing

aterials, global

arketing and sales

to retail custoers

worldwide

Counit, duca-

tion & Direct (CD) is

resonsible or direct

contact with consu-

ers as well as salesvia brand retail stores,

online sales and ail

order n addition,

this business area is

resonsible or digital

business nd CD is

also resonsible or

the Grous develo-

ent, arketing and

sale o educational

aterials

Cororate Center

(CC) covers a co-

bination o strategic

and suortive

unctions: T, Huanesources, Cororate

Counications,

Cororate Govern-

ance & Sustainabilit,

Service Center, Con-

tinuous roveent

and Cororate egal

airs

Global Sul Chain

(GSC) is resonsi-

ble or the Grous

sul chain, ro

rocureent androduction - includ-

ing oulding, deco-

ration and acking

to shiing and

distribution to the

retail trade

Cororate finance

is resonsible or

nancial anage-

ent and controlling

as well as ollow uon business lanning

and strategic initia-

tives


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Idea andproduction

Concet and roduct develoent takes lace riaril

at the coans Billund headquarters but the G

Grou also has listening osts in munich, os ngeles

and Toko in order to onitor the latest trends Thecreative core is ade u o 120 designers reresenting

about 15 dierent nationalities most o the designers have

trained at design or art schools in various arts o the

world The G Grou, however, does not orall stiu-

late that its designers ust have such a training; selection

is based on hands-on work and ace-to-ace interviews

G bricks are anuactured at the Grous own ac-

tories in Denark, Hungar, Czech eublic and mexico

The locations have been selected in order to be close to

the Grous ost iortant arkets in uroe and

the US n addition, eleents and nished rod-ucts are rocured ro external suliers

rox 23 billion G eleents are ade

ever ear in Billund equivalent to arox

24 illion eleents an hour or 40,000 a

inute

n 2010 the G Grou exects to achieve a

global roduction o ore than 31 billion eleents

equivalent to 60,000 eleents a inute or 1,000

eleents ever second

There are about 3,900 dierent eleents in

the G range lus 58 dierentG colours ach eleent a

be sold in a wide variet o dierent

colours and decorations, bringing the

total nuber o active cobinations

to ore than 7,500

During the oulding rocess, the lastic is heated to

232 C until its consistenc is about that o dough t is

then injected into the oulds at a ressure o 25-150 tons,

deending on which eleent is being roduced t takesseven seconds to cool and eject new eleents The

oulds used in roduction are accurate to within 10

(= 001 ), and the accurac o the oulding rocess

eans that onl 18 eleents in ever illion roduced ail

to eet the coans high qualit standard

ll G eleents are ull coatible, irresective

when the were ade during the eriod ro 1958 to the

resent or b which actor

How LEGO bricksare made


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t the start o the new illenniu the

G brick was acclaied To o the

Centur rst b fortune magazine

and later b the British ssociation

o To etailers Carenter le Kirk

Kristiansen began aking wooden tos

in 1932 Since then the coan hasassed ro ather to son Toda the

ounders grandson, Kjeld Kirk Kris-

tiansen with his children owns the

G Grou, which in ters o sales is

the worlds ourth-largest to anuac-

turer:

1 mattel

2 Bandai-aco

3 Hasbro

4.TheLEGOGroup

5 Tmy-Takara

The G Grou has itsel grown

through the various ages o la b

assing on know-how and vision to

the next generation at the sae tie

incororating new technolog in its

roducts along the wa The coans

histor shows that the scoe o roductdeveloent has been iense but

that the roduct reains rl ounded

on the classic G brick

n 2008 the G brick celebrated its

50th anniversar n Januar 28, 1958 at

13:58 Godtred Kirk Christiansen alied

or a atent or a G building sste

This turned out to be a wise decision

The atent alication was the start o

a air tale - about a unique roduct

that now sells in ore than 130 coun-tries

Toy o the Century


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1950s

1960s

LEGOSystemofPlay

The classic G interlocking rincile was develoed ore

than 50 ears ago The an ossible was o cobining G

coonents encouraged children to use their iagination and

exlore their own creative universe n 1950 Godtred Kirk Chris-

tiansen took over at the hel o the G Grou when his ather,

le Kirk Kristiansen, steed down five ears later the G

Grou introduced the revolutionar G Sste o pla with

the rst pla and earn concet, ehasising the iortance o

learning through la Shortl aterwards the coan assed et

another ilestone n 1958 it launched the G brick with its new

interlocking sste

Inventingthewheel

To Godtred Kirk Christiansen this was just the start o the G

Sste n 1962 he reinvented the wheel and began exerientingwith otors and in 1966 introduced the rst G train with its

own rails and a 45v otor man ore innovative ideas ollowed

The G Technic series, introduced in 1977, included arts such

as gears, beas and gearboxes The roduct range invited older

children to build vehicles and other achines which were just as

colex as their real-lie counterarts

Bigbricksforlittlengers

nother revolutionar develoent haened in the late 1960s: n-

stead o being aied broadl at the target grou children, G

roducts were tailored to age grous and stages o develoentGodtred Kirk Christiansen recognised that ounger children

could get uch ore un ro the G sste than had revi-

ousl been ossible but that the needed dierent tools G

DUp was launched with the ai o extending G un to the

oungest G DUp bricks are twice as long, high and wide

as ordinar G bricks and thereore easier or the oungest

hands to aniulate

LEGOLANDonthemap

n 1968 the G Grou set u the GD ark in BillundThe ark was to rove the ost aous and vibrant sbol o

creativit and iagination viewed ro the childs ersective

GD oers adventures or children and un and enjoent

or the whole ail


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LEGOgureisborn

n 1974 the rst G gures arrived in theG universe The gures reresented

a whole new G concet, with role la and

ersonalit becoing art o G la

Systemwithinasystem

n 1978 Godtreds son, Kjeld Kirk Kristiansen,

introduced a business odel which created a

sste within the sste and gave the G

Grou an objective in its roduct develo-

ent: to an increasing degree, the dierentroduct ranges were to take account o the

childs needs and abilities at each stage in its

lie continuousl aiing or otiu stiula-

tion o the childs creativit and iagination

ear later in 1979 Kjeld Kirk Kristiansen was

naed resident and C o the G Grou

coan and its traditions were laced in the

hands o the third generation

Expandingtheuniverse

Kjeld Kirk Kristiansen added a new diensionto the G sste o la G gures were

alread established as oular characters, and

the ocus thereore switched to stories, thees

and role la n the continued rincile o

unliited la, children were introduced to

brand-new G worlds on which the could

build and exand their iagination n 1979

the G Grou reached beond the skies

when it launched the G Sace series eil

rstrong a have been the rst an on the

moon but no doubt it was a G gure that

rst visited an alien galax

Partnershipwithscience

n 1984, beore digital develo-

ent reall took o, the G

Grou entered a artnershi

with media aborator at themassachusetts nstitute o

Technolog, US esearch in

technolog and learning ro-

cesses enabled the G

Grou to searhead develo-

ent B blending hsical and

virtual worlds into an integrated

la universe, the coan

cae u with new roducts

G Technic Couter Control

was launched in 1986 as one o

the artnershis rst tangibleresults G roducts or the

educational sector beneted

substantiall ro this invention,

which later aved the wa or the

rst couter-controlled G

robots

1980s

19

70s


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1990s

Manyproductsinthe1990s

n the 1990s the G Grou launched a

stead ow o new roducts

n 22 march 1996, the website Gco

was launched, and in 1997 the G Grou

introduced its rst couter gae

During the 1990s the coan oened two

new GD arks outside Denark:one in Windsor, Britain, in 1996, the other in

Caliornia, US, in 1999 The ourth ark a-

eared on the a at Gnzburg, Geran,

in 2002

Robottechnologyforchildren

The 1990s were also the decade in which

intelligence and behaviour becae integral

eatures o the G roduct range n 1998

the artnershi with massachusetts nstituteo Technolog roduced aazing results B

integrating robot technolog with the G

construction sste, G mDSTmS

enabled children to create and rograe

intelligent G odels FIRSTG eague

is a result o this work: a worldwide technol-

og tournaent in which schoolchildren

coete with each other Tournaents are

held in collaboration with the US non-rot

organisation FIRST (for nsiration and

ecognition o Science and Technolog)

Children design their own robots, and at the

sae tie the are required to articiate ina series o scientic and atheatical/tech-

nical rojects

2000

Storytelling

n 1998 the G Grou announced anexclusive licensing agreeent with u-

casl td t gave the Grou the right to

develo, anuacture and arket a new

series o G sets based on thees

ro the original Star Wars trilog and the

three new Star Wars ovies

The BC universe ade its a-

earance in 2001 t was the rst tie the

G Grou had develoed a colete

stor ro scratch as the basis or a new

roduct range Through a cobination ohsical roducts and a detailed online

universe, children are invited to tell how

the see the stor and the action develo-

ing With the BC range the G

Grou brought a brand-new categor to

the to arket: Constraction, which is a

cobination o construction tos and

action gures

Newconcepts

n 2009, a coletel new roduct linewas launched: G Gaes The line

consists o a series o board gaes that

can be laed b the whole ail

n 2010 the G Grou will launch an

mmG (massivel multilaer nline

Gae) called G Universe


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LEGO productsor all children

The range ebraces roducts or all children The entire

roduct ortolio is graduated in its challenge to reect

the act that children grow older and develo G

roducts can be groued into a nuber o categories:

Pre-schoolproductspre-school roducts are the categor or children who

havent et started school The roducts are seciall

develoed to cater or the caabilities o the oungest

children encouraging the through creative la to use

their hands and develo their otor skills Toda G

DUp corises both loose bricks encouraging the

child to build entirel what coes into its ind and la

thees or exale, airort, train and castle The series

is graded in dicult or children aged 2-6 ears Saet

and qualit are ke eatures o the pre-school range Theeleents are large enough or children under three ears

to la with without swallowing the and thanks to the

wa the have been oulded no bits can becoe loose

Bricks&MoreBricks & more is the nae given to sets or buckets

with traditional G bricks and secial arts such as

windows, wheels and roo tiles o building instructions

needed here just a bit o iagination With Bricks &

more ou can build what ou want un out o ideas?

There are booklets enclosed with illustrations to eed

the active ind Bricks & more is available in DUp and

standard G bricks

Playthemespla thees are all those roducts that are built u

around a stor for exale, there are thees such as re

station, olice, airort, knights castle, racers and an

ore s well as enjoing building, the child can send

an hours laing with the nished odels

Licensedproductsicensed roducts are la thees based, or exa-

le, on ovies or books or which the G Grou has

acquired the rights G designers recreate the universeand characters in G bricks so that la can continue

on the oor at hoe xales o series roduced b the

G Grou under licence are the G Star Wars

and G brand To Stor roduct lines

LEGOMINDSTORMSNXTWith G mDSTmS XT ou can design our

own robot B eans o the sotware included in the set,

robots can be rograed to eror loads o dier-

ent oerations The robot can be tted, or exale, with

sensors which can control otors and react to light,

sound, touch, etc

LEGOEducationG ducation rod-

ucts have been devel-

oed seciall or the

educational sector andcontain aterial or both

teachers and uils puils

get the oortunit to do their

own research, or exale, into

how cause and eect are related

When ou learn b doing, ou ree-

ber it better than i soeone sil tells

ou This is the hilosoh behind G

ducations teaching concets


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The minifgure

The rst G inigure aeared on the arket ore

than 30 ears ago Since then the little ellow gure has

gone ro strength to strength ver the ears arox

4 billion inigures have been roduced aking itthe worlds biggest oulation grou! The inigure has

aeared in an guises, including knight, astronaut,

olicean, racing driver, Star Wars warrior, Harr potter,

Santa Claus, Steven Sielberg, crane oerator, ootballer,

exlorer, nurse, basketball laer, Sider-man, scuba diver,

skier, reghter, skeleton, irate, skater, erican ndian

and queen

When the inigure rst aeared, it was decided that its

ace should have onl one colour: ellow nd that its acial

eatures should be ha and neutral The gure would

have no sex, race or role these would be deterined b

the childs iagination and la t was not until the launcho G pirates in the 1980s that the need seeed to

arise or having a gure who could be evil or good, ha

or gru

With licensed roducts such as G Star Wars and

G Harr potter the gure began aearing in se-

cic roles, and with G Basketball it took on authentic

skin colours n 2004 the G inigure assued an

even wider range o skin colours when it was decided

that the gures in licensed roducts should reseble the

original characters as closel as ossible ne result was

that the gures in G Harr potter changed ro el-

low to a ore authentic skin colour

Over the years approx. 4 billion minifgures have been

produced making it the worlds biggest population

group!


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Cmpy pf 2010 15

Minor and major stepsin the history o the minifgure

1978: The rst inigures are

launched or the thees Town,

Sace and Castle There are seven

dierent gures to start with

1978: Two onths ater the aear-

ance o the rst inigures the rst

eale inigure arrives on the

scene: a hosital nurse

1989:minigures change their acial

exressions ow the can be either

good or bad and can even have

a atch over one ee! Soe o the

gures are equied with a wooden

leg and hook

1997:The inigure coes to lie

n the couter gae panic on

G sland the inigure akes

its rst-ever aearance as an ani-ated character The launch o this

new gae is receded b extensive

exerient in develoing the gures

oveents and language

1998:With the new Star Wars

characters the inigure akes its

rst aearance in a secic role

This ersonication o the inigure

is later extended to G Harr pot-

ter, G Studios, G Basketball

and other series

2000: n G football the ini-

gure is ounted on a sring be-

coing a unctional eleent There

is urther develoent with G

Basketball when the sring is used

to activate the gures hi oveent

2003: for the rst tie in the his-

tor o the inigure its ellow acial

colouring is relaced b a ore

authentic skin colour n G Bas-ketball there are both dark and light

laers, with hair-stling rinted on

the characters head

2004: G licensed roducts no

longer have ellow aces Harr

potter, or exale, assues a ore

natural skin tone

2010:minigures are launched as

collectors ites ach inigure

coes in a sealed ster bag, soou never know which inigure ou

ight get nd ou could exchange

inigures with other collectors to

obtain a ull collection


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GD arks are ail arks in which children

enter an exciting world o adventure built o G bricks

The G Grou sold its GD arks in suer

2005 The urchaser was merlin ntertainents newcoan was set u under the deal merlin ntertain-

ents Grou Toda the coan owns a nuber o

ail attractions all over the world, including GD

arks, madae Tussauds, S f, ondon e,

Gardaland (tal) and Heide park (Geran)

KKB /S (owning 75% o the G Grou) owns arox

36% o merlin ntertainents Grou

LEGOLANDBillundGD Billund oened in 1968 and quickl becae

Denarks ost oular tourist attraction outside the

caital, Coenhagen GD Billund has seventhee areas and ore than 58,000,000 G bricks

have been used to create the unique environent with

knights, irates, cowbos and other iressive G

odels

LEGOLANDWindsor second ark was oened in 1996 in Windsor in the

south o ngland earl 55 illion G bricks were

used in the building o the ark GD Windsor is lo-cated arox 35 k west o ondon, with Windsor Castle

as its nearest neighbour The ollowing ear the ark was

hailed as the ost oular new attraction in Britain

LEGOLANDCaliforniaThe third GD ark oened in 1999 in Carlsbad,

US, 30 iles north o San Diego and an hours drive

south o nahei, Caliornia ike the other GD

parks, GD Caliornia cobines interactive attrac-

tions, ail activities, shows, restaurants, shos and G

odels more than 35 illion G bricks were used in

the construction o the arks 15,000 G odels Theark is oen all ear round

LEGOLANDDeutschlandThe ourth GD ark oened in 2002 in Gnzburg

in southern Geran total o 50 illion G bricks

were used to build lie-size giraes and hiootai

and to create interactive gaes and learning ttractions

and shows also hel to give the visitor a un and exciting

exerience

NewLEGOLANDparkstobeestablishedThe owner o the GD arks merlin ntertain-

ents Grou has announced the oening o 2 newGD arks GD florida is exected to

oen in Winterhaven, florida towards the end o 2011

furtherore, it is lanned to oen a GD ark in

skandar, malasia in 2012

LEGOLAND parks


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Cmpy pf 2010 17

LEGO Community

It is important to the LEGO Group to have close

contact with its ans and consumers throughout the

world. And to this end, the Group engages in manyinitiatives to strengthen ties between LEGO enthusi-

asts and the Group.

LEGO.comGco is the ocial website o the G Grou The

ai o Gco is to create a virtual G universe

in which users can enjo one o the ost intense G

exeriences Gco is ore than just an online sho

t is a lace where children, arents and G ans o allages can la and learn about G Grou values and

ideas through gaes, stories, activities and exeriences

more and ore eole are clicking their wa to G

co, and the website now tos the list o ail and chil-

drens sites on the nternet

LEGOClubThe G Club is or children in the 6-12 age grou and

has a ebershi o 32 illion Through the G Club,

ebers can show each other ictures o their avourite

building work and draw insiration or uture la ver

2-3 onths ebers receive a ebers-onl agazine,

ublished in nglish, Geran, french and Dutch Thealso have access to a secial G Club website

n 2004 a new club oer was launched in the US: G

Brickmaster, aied at children aged seven ears and u-

wards The new oer is an otion or the ost enthusiastic

ebers, who can access an even broader range o

G activities ong other things, the receive secial

inoration and behind-the-scenes G stories lus the

oortunit to take art in secial coetitions


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18 Cmpy pf 2010

LEGODesignbyMEThe G Grou also gives children and adults the o-

ortunit to build their own vir tual odels on the co-

uter and then have the bricks to the hsical Godel sent b ost t the website wwwDesignbmco

children and other building enthusiasts can build virtual

G odels using the roessional sotware alication,

G Digital Designer Consuers can design and build

recisel the odel the think is lacking ro the ocial

G range ach builder then decides whether he or

she wants to bu the odel or sil exhibit it in the dig-

ital galler or other visitors to adire

The ai o the website is to introduce a whole new

diension to the un o building children are looking or

advice or ideas, the can see insirational aterial at thesite osted b G designers and adult G ans

LEGOInsideTourTwice a ear it is ossible to join a ver exclusive visit to

the G Grou and be shown round the coan n-

thusiasts ro all over the world take art in these nside

Tours During the tour, visitors have close-quarter encoun-

ters with roduct develoers, designers and odel-

akers, who introduce the ans to a theed building

coetition with G bricks These secial visitors also

learn about the coans histor, culture and values

and get to see behind the scenes at GD Billund

t is a secial oortunit to see arts o the coanwhich are otherwise closed to the ublic

AdultLEGOfans growing nuber o adult G enthusiasts have been

setting u grous (G User Grous - UGs) in which

to share their G hobb The call theselves fs

(dult fans o G) ver a eriod o ears, the G

Grou has activel develoed relations with ore than 50

f grous with a total o 55,000 registered ebers

The grous have their own websites, blogs and discus-

sion oras The ost oular G an blogs have ore

than 150,000 unique visitors each onth G ans arealso ver active at youTube where ore than 550,000

G tagged videos are to be ound t flickr close to

730,000 G tagged iages are to be ound n 2009

ore than 135 ublic events were organised b G

ans, and ore than 16 illion eole (ticall ai-lies with children) visited these events During 2009, the

G Grou and G User Grous collaborated on 80

rojects ro events to develoent rojects

Programmesn 2005 the G Grou announced its G bas-

sador rograe or fs worldwide The urose

o this rograe is to exand utuall useul relations

between the G Grou and its loal, talented and co-

itted consuers ach G bassador progra c-

cle is one ear G bassadors are selected aong

ersons noinated b G User Grous globall Thecurrent G bassador progra ccle has 44 e-

bers ro 27 dierent countries all over the world

Soe G ans have turned their assion or building

and creating with G bricks into a ull-tie or art-tie

roession: G Certied proessionals who have been

ociall recognized b the G Grou as trusted busi-

ness artners Toda there are 11 G Certied proes-

sionals


19/22

Learningthrough play

esearch into the elds o la and learning has alwas

been an iortant G Grou activit cobined with

creativit, it is reerred to as laul learning To advance

this research, the Grou works closel with several re-search institutes throughout the world The develoent

o G mDSTmS XT, which was launched in

autun 2006, is an excellent exale o how collabora-

tion with the massachusetts nstitute o Technolog has

resulted in a new, innovative roduct

LEGOEducationn G ducation laul learning is the ocus o its

roducts But although the roducts o G ducation

are based on the G brick, the roduct range should

not be istaken or tos or schools The are in act a

wide range o otions or teachers and uils, rovidinga solid grounding in the learning o science concets

through ractical exercises n this wa, the roducts are

ainl used in subjects in which uils learn, or exale,

about technical rinciles, the environent or T tech-

nolog ll the concets behind the roducts o G

ducation have been develoed in close collaboration

with educationists and teachers, and G ducation is

involved in an rojects throughout the world oten in

conjunction with local education authorities

FIRSTLEGOLeagueFIRSTG eague is a robotic tournaent or children

and oungsters aged 9-16 ears The robotic tourna-

ent has been established in collaboration between

the erican non-rot organization FIRST (for nsira-

tion and ecognition o Science and Technolog) and

the G Grou to insire children and oungsters and

encourage their interest in science and atheatical/

technical subjects Teas are ade u o 5-10 laers

coeting against other teas on various subjects

The teas build their own robots on the basis o G

mDSTmS roducts n addition, the teas reare atheoretical solution to the ears challenge n the 2010/2011

season, ore than 165,000 children in 56 countries will be

involved in FIRSTG eague The tournaents in each

individual countr are organized b a nuber o non-rot

organizations

Cmpy pf 2010 19


20/22

20 Cmpy pf 2010

Fun LEGO acts

The eight robots and 15 autoatic cranes that work in

the G warehouse in Billund can shit 660 crates o

bricks in and out ever hour

The worlds children send 5billion hours a ear laing

with G bricks

With a roduction o over 300million tres a ear, the

G Grou is the worlds largest tre anuacturer

n the anuacture o G bricks the achine toler-

ance is as sall as 10my(0.01mm).

The G Club has 3.2million ebers worldwide

ver the ears, arox 485billion G eleents havebeen anuactured

more than 400million children and adults will la with

G bricks this ear

G roducts are on sale in ore than 130 countries

ou built a colun o about 40,000,000,000 G

bricks, it would reach the oon

more than seven G sets are sold each second

rox 23billion G eleents are ade ever ear

at the actor in Billund equivalent to arox 2.4mil-

lion eleents an hour or 40,000 a inute

n 2010 the G Grou exects to achieve a global

production o ore than 31billion eleents equiva-lent to 60,000elements a inute or 1,000 eleents

ever second

all G sets sold in a ear were stacked on to o

each other, the would ll a ootball eld to a height o

150m.

aid end to end, the nuber o G bricks sold in a

ear would reach ore than tentimes round the world

n average, ever erson on earth owns 70 G

bricks


21/22

Cmpy pf 2010 21

915 million waysto combine

six LEGO bricks

When eole used to visit the G Grou, one o the

things the were told was that there are 102,981,500 os-

sible was to cobine six eight-stud G bricks o

the sae colour But one da the Grou was contacted

b a roessor o atheatics who had calculated that

this gure was too low With the aid o couter ro-

graing he had calculated that the exact gure was

915,103,765 The discreanc is exlained b the act that

in the original ethod o calculation, the onl ossibilitiescounted were the ones that eventuall roduce a colun

six bricks high But, o course, it is also ossible to build

the six bricks or exale in a chunk three bricks high

The dicult in the earl 1970s when the original calcula-

tion was ade was that a couter was not available to

eror that calculation

So the correct gure is 915 illion ossible cobinations


22/22

Using theLEGO brandname

please hel us to rotect our brand nae:

The G brand nae should alwas be written in

caital letters

G ust never be used as a generic ter or in thelural or as a ossessive ronoun, eg Gs

When the G brand nae is used as art o a noun,

it ust never aear on its own t should alwas be

accoanied b a noun for exale, G set, G

roducts, G Grou, G la aterials, G

bricks, G universe, etc

The rst tie the G brand nae aears it ust be

accoanied b the egistered sbol

Thank ou or heling us!

Company Prole 2010 is produced for the LEGO Group by Corporate Communications.2010 The LEGO Group

LEGO, the LEGO logo, DUPLO, BIONICLE, MINDSTORMS, LEGOLAND, the Minigure,the Brick and Knob congurations are trademarks of the LEGO Group.

2010 Lucaslm Ltd. & TM. All rights reserved. Used under authorization.2010 Disney / Pixar

& 2010 Warner Bros. Entertainment Inc. & 2010 Marvel Characters, Inc.

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