A short presentation 2016 - The LEGO Group - LEGO.com

 
A short presentation 2016 - The LEGO Group - LEGO.com
The LEGO Group
A short presentation
2016
A short presentation 2016 - The LEGO Group - LEGO.com
Contents                                 Based on the iconic LEGO® brick, we are
                                         one of the world’s leading manufacturers       Inspiring and developing children through
                                         of play materials with headquarters
                                         in Billund, Denmark, and main offices in
                                                                                        play and learning is what we have been
                                         Enfield, USA, London, UK, Shanghai, China,
                                         and Singapore.
                                                                                        dedicated to since my grandfather,
Company snapshot
Our reason for being
                                     1
                                     2   This booklet provides highlights on how
                                                                                        Ole Kirk Kristiansen, founded our company
The LEGO® Strategy
Organisational structure
                                     3
                                     4
                                         we set out to achieve our mission to inspire
                                         and develop the builders of tomorrow
                                                                                        in 1932 on the values that were important
The LEGO Foundation
LEGO® Education
                                     4
                                     5
                                         through creative play and learning.            to him. I believe the reason for our universal
Key figures 2015                     6
                                                                                        appeal is that we have stayed true to these
Play experiences for every child
Highlight of LEGO® products
                                     7
                                    10
                                                                                        core values: Imagination – Creativity – Fun
Innovation and production           13
                                                                                        – Learning – Caring – Quality.”
Innovating for children             14                                                                                 — Kjeld Kirk Kristiansen, third
Quality and safety above all else   14                                                                                   generation owner of the
Production fun facts                16                                                                                   family-owned LEGO Group

Company timeline                    17

Building a better tomorrow          21

LEGO® communities                   25
LEGO.com                            26
LEGO® Club                          26
LEGO® adult fan communities         29
LEGO® Social Media                  29

Experience LEGO® play               31
LEGO® Build the Change              33
LEGO® Inside Tour                   33
FIRST® LEGO® League
and FIRST® LEGO® League Jr.         34
LEGO® Brand Retail Stores           35
LEGO® House                         36
LEGOLAND® Parks                     37

Using the LEGO® brand name          37
A short presentation 2016 - The LEGO Group - LEGO.com
2   COMPANy SNAPSHOT                                                                                     3

                                        Our reason                                             The LEGO®
                                        for being                                              Strategy

                                        We are committed to emphasising play as a              It is the LEGO Group’s aspiration to further
                                        significant contributor to children’s development.     globalise and innovate the LEGO® System
                                        Play has a profound impact on children’s               in Play through:
                                        social, emotional and cognitive skills. This is
                                        why all LEGO® play experiences are based
                                        on the underlying philosophy of learning and           Sustaining core commercial                         Leveraging digitalisation
                                        development through play.                              and operational momentum                           We consider digitalisation as a way to make
                                                                                               We will sustain the growth of our core business,   our core business – physical LEGO® play –
                                        The LEGO System in Play is universally appealing       covering children aged 1½-11, through              even more attractive and exciting. To do this,
                                        and has unlimited possibilities. It encourages         development of great products within existing      we will leverage digitalisation over a broad
                                        children around the world to engage in fun and         product lines, but also through developing and     range of topics – e.g. integrating physical and
                                        creative play and allows them to build anything        launching new product lines. Also, we will         digital play, e-commerce, marketing and our
Jørgen Vig Knudstorp                    they can imagine.                                      initiate ongoing improvement initiatives across    business/enterprise system.
President and CEO of the family-owned                                                          the entire company.
LEGO Group                              Children’s wellbeing is our utmost concern.                                                               Creating the organisation of the future
                                        Our main contribution to help children grow            Expanding global presence                          We will build a truly global and diverse
                                        up as stronger shapers of their own future             We will expand our global presence – eventually    organisation to meet the adaptive challenges,
The most important impact               is through the playful learning our play experi-       reaching children in every country of the world.   gain competitive advantage against
                                        ences deliver.                                         We will do this commercially through focus         intensifying competition and build required
we have on the world is                                                                        on new emerging markets such as China,             stewardship of environment, governance and
providing children with fun             Throughout our operations, we constantly aim           operationally through the establishment of new     social responsibility.
and exciting high-quality               higher and strive for new ways to optimise our         factories and organisationally through the
                                        social and environmental footprint, ultimately         establishment of centrally located main offices.
LEGO® play experiences that             to leave a positive impact on the world our
develop the essential skills            children will inherit.
and competences they need
to create a better future for
themselves and our planet.”
A short presentation 2016 - The LEGO Group - LEGO.com
COMPANy SNAPSHOT                                                                                           4   COMPANy SNAPSHOT                                                                                 5

Organisational                                      The LEGO
structure                                           Foundation
The LEGO Group consists of several subsidiaries,    From South Africa to Ukraine, the LEGO
including LEGO® Education. 75% of the Group         Foundation aims to make children’s lives better
is owned by the third and fourth generations of     – and communities stronger – by building
the Kirk Kristiansen founding family, Kjeld Kirk    a future where learning through play empowers
Kristiansen and his three children, through their   children to become creative, engaged, lifelong
investment company KIRKBI A/S. The remaining        learners.
25% is owned by the LEGO Foundation.
                                                    There is an increased global attention to the
Kjeld Kirk Kristiansen functioned as President      need for children to develop stronger life
and CEO of the LEGO Group from 1979 to              skills, including critical thinking, creativity, and
2004 when Jørgen Vig Knudstorp succeeded            social skills. The LEGO Foundation invests
him as President and CEO of the LEGO Group.         in early childhood development because
                                                    it provides exceptional returns, not just for the
Today the LEGO Group Management Board               chances of individual children, but also for
represents four strategic business areas:           society as a whole.
Operations, Market Management and Develop-
ment, Product and Marketing Development,            Partnering with e.g. organisations, academic               LEGO® Education
and Business Enabling.                              institutions, school systems and governments
                                                    who already work within the field of play and
Learn more: www.LEGO.com/aboutus                    quality early childhood education is essential             LEGO® Education offers playful learning             LEGO Education takes the pursuit of hands-on
                                                    to achieve a strong, sustained impact.                     experiences and teaching solutions based            learning very seriously and does this in
                                                                                                               on the LEGO brick, curriculum-relevant              conjunction with educators who play a critical
                                                    The LEGO Foundation activities are funded                  material, and physical and digital resources        role in encouraging students’ budding interest
Based on a joint                                    through the 25% ownership of the LEGO Group.               for preschool, elementary, middle school,           during the span of their academic careers
commitment and dedication                                                                                      and afterschool.                                    in-school and in after-school programmes,
                                                    Learn more: www.LEGOFoundation.com                                                                             such as FIRST® LEGO® League and World
to develop children through                                                                                    In partnership with educators for more than         Robotics Olympiad.
play and learning, there                                                                                       35 years, LEGO Education supports teaching
is a strong collaboration                                                                                      in an inspiring, engaging, and effective way.       Learn more: www.LEGOEducation.com
                                                                                                               LEGO Education’s educational solutions, which
between the LEGO Group,                                                                                        range from the humanities to science, enable
the LEGO Foundation and                                                                                        every student to succeed by encouraging
LEGO® Education.                                                                                               them to become active, collaborative learners,
                                                                                                               build skills for future challenges, and establish
                                                                                                               a positive mind-set towards learning.
A short presentation 2016 - The LEGO Group - LEGO.com
COMPANy SNAPSHOT                                         6

Key figures
                                                             Play
                   Approximate no. of children reached
                   through joint activities by the

2015               LEGO Group, LEGO® Education and
                   the LEGO Foundation:

                   100 million
                                                             experiences
                                                     0       for every child
Revenue:           Product recalls
DKK 35.8 billion   since 2009:

                   Employees:
Net profit:        17,000+                 Markets:
DKK 9.2 billion    of more than
                   70 nationalities        140+
                                                             Being committed to bringing high-quality
                                                             LEGO® play experiences to millions of
                                                             children around the world, we are focused
                                                             on providing a product range that reflects
                                                             the individual needs and interests of
                                                             every child.
A short presentation 2016 - The LEGO Group - LEGO.com
PLAY EXPERIENCES FOR EVERY CHILD
      COMPANy SNAPSHOT                                                                             8
                                                                                                   6

LEGOKey
      ®
        playfigures
              experiences enable learning through   play no. of children reached
                                                Approximate
                                                through joint activities by the
by encouraging children to reason systematically     and
    2015                                        LEGO Group, LEGO® Education and
think creatively. They offer endless hours of engagement,
                                                the LEGO Foundation:

                                                             100 million
as all LEGO bricks are based on the LEGO System in Play,
allowing children to build anything they can imagine
– over and over again.

                                                                                                   0
     Revenue:                                                Product recalls
     DKK 35.8 billion
LEGO® products are challenge-graduated             From curious small hands to exiting roleplay
to reflect the fact that children grow older and             since 2009:
                                                   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
                                                             Employees:
     Net profit:
age and skills.
                                                        17,000+            Markets:
     DKK 9.2 billion
Theme-based LEGO products provide
storytelling settings that children can immerse
                                                   Only of70the
                                                             more than
                                                             nationalities 140+
                                                                   imagination
themselves into and further shape their own
stories around – be it LEGO owned themes
                                                   sets the limit to
or themes based on licensed products.
                                                   what you can build.
Our digital offerings provide exciting avenues
to extend the physical LEGO play experience
and open up for even more fun and creative
LEGO play experiences; and LEGO online
gaming, videogames, console games, Apps,
TV series, and movies are all great means
to do this.
A short presentation 2016 - The LEGO Group - LEGO.com
COMPANy SNAPSHOT
 PLAY EXPERIENCES FOR EVERY CHILD                                                                  6
                                                                                                  10   PLAY EXPERIENCES FOR EVERY CHILD                                       11

   Key figures
 Highlight of                                         Approximate no. of children   reached
                                                                                  LEGO   Themes                                           LEGO®              LEGO®
                                                                                       ®

                                                      through joint activities by the                                                     Collaborations     Educational

   2015
 LEGO  ®
         products                                     LEGO Group, LEGO® Education and
                                                      the LEGO Foundation:
                                                                                                                                                               LEGO® BuildMe

                                                      100 million
                                                                                  LEGO® City
                                                                                                                                                               Emotions
                                                                                  (5+)
                                                                                                                                            LEGO®              (3+)
                                                                                                                                            Star Wars™
                                                                                                                                            (5+)

                                                                                            0
                                                                                                                                                               LEGO®

        Revenue:                    LEGO®
                                    Classics          Product recalls             LEGO® NEXO
                                                                                                                                                               StoryStarter
                                                                                                                                                               (6+)

        DKK 35.8 billion
                                                                                  KNIGHTS™
                                                                                                                 LEGO®
                                                      since 2009:                 (5+)
                                                                                                                 Advanced
                                                                                                                                            LEGO®
                                                                                                                                            Minecraft™
                                      LEGO® DUPLO®                                                                                          (5+)
                                                                                                                                                               LEGO® WeDo
                                      (1 1⁄2 -5)
                                                                                                                                                               2.0 (7+)
                                                                                                                    LEGO®
                                                      Employees:
        Net profit:                                   17,000+                   Markets:
                                                                                  LEGO®
                                                                                  NINJAGO™
                                                                                                                    Technic
                                                                                                                    (7+)

        DKK 9.2 billion                                                         140+
                                                                                  (5+)
                                                                                                                                            LEGO® Marvel
                                      LEGO® Juniors   of more than                                                                          Super Heroes
                                      (4-7)           70 nationalities                                                                      (5+)               LEGO® Machines
                                                                                                                                                               and Mechanisms
                                                                                                                                                               (8+)
                                                                                  LEGO® Friends                     LEGO®
                                                                                  (5-12)                            Architecture
                                                                                                                    (12+)
                                                                                                                                            LEGO®
                                      LEGO® Classic                                                                                         DC Comics
                                      (4-99)                                                                                                Super Heroes
                                                                                                                                            (5+)               LEGO®
                                                                                                                                                               MoreToMath
                                                                                  LEGO® Elves                                                                  (6+)
                                                                                  (5-12)
                                                                                                                    LEGO®
                                                                                                                    MINDSTORMS®
                                                                                                                    (7+)
                                                                                                                                            LEGO® | Disney     LEGO®
                                      LEGO® Creator                                                                                         Princess™
                                      (4-99)                                                                                                                   MINDSTORMS®
                                                                                  LEGO®                                                     (5-12)             Education
                                                                                  Minifigures                                                                  (10+)
For a full overview of                                                            (5+)
LEGO® products, please visit:
www.LEGO.com/products
A short presentation 2016 - The LEGO Group - LEGO.com
PLAY EXPERIENCES FOR EVERY CHILD
      COMPANy SNAPSHOT                                                   12
                                                                          6

     Key figures
                                                                              Innovation and
                                   Approximate no. of children reached
                                   through joint activities by the

     2015                          LEGO Group, LEGO® Education and
                                   the LEGO Foundation:

                                   100 million
                                                                              production
                                                                     0
     Revenue:                      Product recalls
     DKK 35.8 billion              since 2009:

                                   Employees:
     Net profit:                   17,000+                 Markets:
     DKK 9.2 billion               of more than
                                   70 nationalities        140+
                                                                              Our longstanding focus since 1932 on
                                                                              providing fun and engaging play materials
                                                                              of the highest quality and safety is a true
Did you know that there                                                       testimony that we believe children
are 915,103,765 ways to                                                       deserve only the best.
combine six two-by-four
LEGO® bricks of the
same colour?
A short presentation 2016 - The LEGO Group - LEGO.com
InnOvATIOn COMPANy
           And prOducTIOn
                   SNAPSHOT
      PLAY EXPERIENCES FOR EVERY CHILD
                                                                                                                                           14
                                                                                                                                          12
                                                                                                                                             6   Physical and chemical testing                                                                                                                 15
                                                                                                                                                 – a few examples:

                                                                                                Approval
                                                                                    tive
Innovating for children
    Key figures                                                            Approximate
                                                                             eg isla fety
                                                                           through
                                                                            L y s ljoint
                                                                                    a      m
                                                                                            of raof
                                                                                            no.
                                                                                             ate ri
                                                                                                   w children
                                                                                                   als
                                                                                           activitiesdby
                                                                                                             N reached
                                                                                                         ele ew
                                                                                                            m
                                                                                                         esi the
                                                                                                              en
                                                                                                                                                                                                                                 All our production facilities adhere to the same strict
                                                                                                                                                                                                                                 safety and quality regulations, and the methods
                                                                                      al s                  gn ts
    2015                                                                      to ecGroup,
                                                                           LEGO   r         LEGO® Education
                                                                           the LEGO Foundation:  SAFETY
                                                                                                              ed and                             Bite test
                                                                                                                                                 We simulate a child
                                                                                                                                                                           Impact test
                                                                                                                                                                           We drop a 1 kg metal
                                                                                                                                                                                                      Compression test
                                                                                                                                                                                                      We simulate a young
                                                                                                                                                                                                                                 used to produce LEGO® elements are standardised
                                                                                                                                                                                                                                 across our factories. This ensures equally high

                                                                                               ASSESSMENT
While our designers have solid insight into children’s

                                                                           100 million
                                                                                                                                                 biting LEGO® dupLO®       disc onto potential        child stepping on

                                                           feed mer
                                                                                                                                                                                                                                 quality across all LEGO elements regardless of which

                                                                 ck
                                                                                                                                                 elements to ensure        weak points on LEGO®       certain LEGO® elements

                                                                                                                                   Saf t
play patterns and interests at different ages, our

                                                               su
                                                               ba
                                                                                                                                                 that nothing breaks       dupLO® elements            by pressing a metal        of the five LEGO factories they are produced at:

                                                                                                                                     tes
                                                                                                                                      ety
                                                           Com
most valuable insight comes from children them-                                                                                                  off during play. We use   from a height of 12 cm.    disc with a force

                                                                               INTERACTION
                                                                                                                                                 a device shaped as        This is to ensure          equivalent to 15 kg on

                                                                                CONSUMER
selves. Including children in concept and product

                                                                                                                  TESTING
                                                                                                                                                 a child’s mouth and       the element does not       the element to ensure      Monterrey, Mexico:    Billund, denmark:    nyíregyháza, Hungary:
testing phases is therefore an integrated part of our                                                                                            bite with a force         break or splinter          that it does not break     Moulding and          Moulding of LEGO®    Moulding and

                                                                                                                                      0
product innovation cycle.                                                                                                                        equivalent to 22.5 kg.    during play.               or splinter during play.

                                                                                                                                a s d mo e n t
                                                                                                                                                                                                                                 processing of LEGO®   System elements      packing of LEGO®

          Revenue:

                                                            Distr les
                                                                           Product recalls
                                                                                                                                                                                                                                 System elements,                           System and LEGO

                                                                                                                                      ss m e l
                                                                                                                                  an e le m

                                                                                                                                          ent
                                                                                                                                                                                                                                 packing of LEGO                            dupLO® elements, and

                                                                                                                                          d
                                                               & sa
Furthermore, all feedback we receive on LEGO®

          DKK 35.8 billion

                                                                 ib u
                                                                                                                                                                                                                                 System and LEGO                            processing of LEGO
play experiences from children and parents, once
                                                                           sinceP R O2009:

                                                                                                                                    GO
                                                                                                                                                                                                                                 dupLO® elements                            dupLO elements

                                                                      ti o
                                                                                     D U CTIO N

                                                                                                                                   se
                                                                           n

                                                                                                                        LE
our products have been explored throughout                                                                                                       Drop test                 Full ingredients list      Hazard classification
playrooms across the world, is taken very seriously                              3r                                         n
                                                                                   d
                                                                                a p - p ar                           ti o                        We drop the elements      We have the full ingre-    We consult official
and used as a crucial source in updating and                                               t                     duc                             from a height of 1.5 m    dients list of every raw   hazard classification
                                                                                   pr                          o
                                                                                     ov a y
                                                                                      S a fe t y            P r te st                            and 1.0 m five times      material and decoration    databases to check
improving LEGO play experiences.                                                          l                                                      onto a hard surface       ink we use for LEGO®       if individual substances
                                                                                      c on t r o l
                                                                           Employees:
          Net profit:                                                                                            Markets:
                                                                                                                                                 to ensure that LEGO®      elements. We consider      have an inherent

                                                                           17,000+
                                                                                                                                                 dupLO® and LEGO           whether any additional     hazard that a child
                                                                                                                                                 elements do not           substance could            could be exposed to

          DKK 9.2 billion                                                                                        140+
                                                                                                                                                 splinter or break when    theoretically be           during play.
                                                                           of more than                                                          a child drops them        present, for example
                                                                           70 nationalities                                                      during play.              through unintentional

Quality and safety                                                                                 The four stages of the LEGO
                                                                                                   Group’s Safety Assessment
                                                                                                                                                                           contamination.

above all else
                                                                                                                                                 Colour migration          Content analysis           Substance migration
                                                                                                                                                 We perform chemical       We make a total            We also determine
Each LEGO® element and all LEGO products adhere          The LEGO Group’s meticulous approach to product                                                                                                                         Kladno, czech republic:             Jiaxing, china:
      Did you know that there
to the strictest global safety and quality standards.    quality and safety has ensured us zero product
                                                                                                                                                 tests where we simulate
                                                                                                                                                 children subjecting
                                                                                                                                                 LEGO® elements to
                                                                                                                                                                           content analysis to
                                                                                                                                                                           determine that no
                                                                                                                                                                           substances are
                                                                                                                                                                                                      that no substance
                                                                                                                                                                                                      migrates from LEGO®
                                                                                                                                                                                                      elements, at any level
                                                                                                                                                                                                                                 processing and packing
                                                                                                                                                                                                                                 of LEGO® System elements
                                                                                                                                                                                                                                                                     packing of LEGO® System
                                                                                                                                                                                                                                                                     elements (also moulding and
To make LEGO elements as safe as scientifically          recalls since 2009. Our world-class accomplishments
      are 915,103,765 ways to
                                                                                                                                                                                                                                                                     processing of LEGO System
                                                                                                                                                 sweat and saliva. This    present above legal        of concern, taking into                                        elements and packing of
reasonable we begin our work as soon as the idea         in making safe products enable us to play a central                                     ensures that no colour    limits or internally       consideration that                                             LEGO dupLO® elements

      combine six two-by-four
of a new LEGO product is born.                           role in major associations promoting and regulating                                     pigments migrate from     adopted limits.            children could put                                             once fully operational in 2017)
                                                                                                                                                 the LEGO element                                     LEGO elements in their
                                                         toy safety in the world, including the European and                                     when in contact with                                 mouth during play.

      LEGO® bricks of the                                international toy safety standardisation committees.                                    these fluids.                                                                   Learn more: www.LEGO.com/responsibility

      same colour?
A short presentation 2016 - The LEGO Group - LEGO.com
Production     COMPANy SNAPSHOT
           PLAY EXPERIENCES FOR EVERY CHILD   LEGO® tyres produced in 2015:                                              16
                                                                                                                        12
                                                                                                                           6

fun facts                                     675,000,000+
            Key figures
                                                                                                                               Company
                                                                              Approximate no. of children reached
                                                                              through joint activities by the

            2015
No. of different colours                                                                Approximate
                                                                              LEGO Group,               no. of LEGO
                                                                                            LEGO® Education
                                                                                        elements
                                                                              the LEGO Foundation:  sold in
                                                                                                                and ®
                                                                                                            2015:
used in production:
                                                                              10072million
                                                                                       billion
60+                                                                              – in more than
                                                                                         140 countries                         timeline
                                                                                                                    0
          Revenue:
LEGO® Minifigures
                                                                              Product recalls
produced in 2015:
               DKK 35.8 billion
                                                                              LEGO products offered in 2015:
                                                                                   ®

                                                                              since        2009:
725,000,000+
                                                                              600+ hereof 355 new, including 17 digital
                                                                              – all developed by 250+ designers
                                                                              representing more than 35 nationalities

                                                                              Employees:
              Net profit:                                                                                Markets:
                                              No. of different types 17,000+
                                                                                        1x1 140+
The moulds used to produce LEGO    ®

               DKK 9.2 billion
elements are accurate to within four
my (= 0.004 mm) – less than the
                                                                     of more than
                                              of LEGO® elements: 70 nationalities
                                                                                                                               Through almost a century, the LEGO Group
                                              3,600
width of a single hair. This accuracy                                                   In 2015, the 1x1
ensures what we refer to as                                                             round plate was

clutch power
                                                                                        the LEGO® element
                                                                                        produced in the
                                                                                                                               has grown from being a small local com-
                                                                                        largest numbers
                                                                                        with a total of
                                                                                                                               pany into being one of the world’s leading
           Did you know that there                                                                                             suppliers of creative play and learning
o
                                                                                        2,396,000,000

    C
                                                                                        in various
              During the moulding process the plastic is heated
           areto915,103,765              ways
                 230-310 C before injected
                             o
                                                       to with
                                             into the moulds                            colours                                materials. Here is a timeline summing up
              a pressure of up to 29,000 psi. In comparison, a car’s
           combine
              tyre pressuresix
                            is 29 totwo-by-four
                                     43 psi. On average, it takes                                                              a family belief in an idea, the meaning and
           LEGO bricks of the
              ten seconds
                   ®       to cool and eject new elements
                                                                                                                               substance of the LEGO® name and brand,
           same colour?                                                                                                        and our most iconic historical events.
1960 A fire destroys the
                               company’s wooden toy ware-                                                  1978                                   1989
                               house and the production of
                               wooden toys is discontinued                  1977 LEGO® Technic is          Kjeld Kirk Kristiansen
                                                                            launched – challenging         develops the “System
                                                                            older children to build        within the System” to
                               1962 The LEGO® wheel                                                                                        1986
                                                                            like in real life              offer children the right
                               is launched, introducing
                                                                                                           products at the right age
                               movement to the LEGO
                                                                            • Kjeld Kirk Kristiansen,      and for the right purpose.
                               System in Play
                                                                            grandson of Ole Kirk           New product program-
                                                                            Kristiansen, joins             mes and themes such
                                                                            the company                    as Castle, Space and
                                                                            management                     Town are launched as                   •
                                                                                                           part of this strategy
1958                                                                                                       •
The LEGO® brick is patented                                                 1975 The LEGO                  is launched bringing
with a new coupling                                                         Group establishes              role-play to LEGO play
principle, the one we know                                                  a sales office in Enfield,
today, opening up to endless                                                USA – today representing
building possibilities                                                                                                                            1992

                               1963                                         one of the LEGO Group's five
                                                                            global main offices            1979
                               Godtfred Kirk Christiansen                                                  Kjeld Kirk Kristiansen
                               announces the 10 LEGO®                                                      becomes CEO of the LEGO
                               characteristics:                                                            Group. Being the first within
                               1.    Unlimited play possibilities           1969                           the owner family to hold
                                                                                                           a formal business degree,
                               2.    For girls, for boys                    LEGO® DUPLO® bricks – twice                                    1984
                               3.    Enthusiasm at all ages                 the size of a LEGO brick on    he brings new ideas and
                               4.    Play all year round                                                   renewed energy into the
                                                                            all dimensions – is launched
                               5.    Stimulating and harmonious play
                                                                            globally for the               company and has one primary
                               6.    Endless hours of play
                               7.    Imagination, creativity, development   youngest                       focus: children and their
                               8.    More LEGO, greater play value          children                       development. “Our products
                               9.    Always topical                                                        must exist on children’s own
                               10.   Safety and quality                                                    terms. To put it simply: what
                                                                                                           the future LEGO products
1957                                                                                                       do in the heads of tomorrow’s
                                                                                                           children is important”
                                                                                                                                           1980

Godtfred Kirk Christiansen     1964 The first LEGO® build-
takes over the day to day      ing instruction is introduced
management from his father.
                                                                                                                                                  1996
He sees himself as a
manufacturer: “We want
only the best … we must
                                                                                                                                                  •
make better bricks from
                                                                            1968 The first
even better material
                                                                            LEGOLAND® Park opens
on even better machinery.
                                                                            in Billund
We must get the best
people for our company”
1960 A fire destroys the
                                                                                                                                      company’s wooden toy ware-                                                  1978                                                           1989
                                                                                                                                      house and the production of                                                                                                                Ole Kirk Kristiansen is
                                                                                                                                      wooden toys is discontinued                  1977 LEGO® Technic is          Kjeld Kirk Kristiansen                                         inducted into the Toy
                                                                                                                                                                                   launched – challenging         develops the “System                                           Industry Hall of Fame, USA,
                                                                                                                                                                                   older children to build        within the System” to                                          with tribute payed to “an
                                    1949 The forerunner of the                                                                        1962 The LEGO® wheel                                                                                        1986 LEGO® Technic Com-                                       2000 A LEGO® factory opens
                                                                                                                                                                                   like in real life              offer children the right                                       extraordinary craftsman who
                                    LEGO® bricks we know today,                                                                       is launched, introducing                                                                                    puter Control is launched                                     in Kladno, Czech Republic
                                                                                                                                                                                                                  products at the right age                                      helped shape our industry
                                    is launched under the name                                                                        movement to the LEGO                                                                                        as one of the first outcomes                                                                                  2001 LEGO® Creator products,
                                                                                                                                                                                   • Kjeld Kirk Kristiansen,      and for the right purpose.                                     in ways too numerous to
                                    “Automatic Binding Bricks”                                                                        System in Play                                                                                              of the LEGO Group and                                                                                         encouraging children and
                                                                                                                                                                                                                  New product program-                                           count and more permanently
                                                                                                                                                                                                                                                                                                                                                                                                                  2007
                                                                                                                                                                                   grandson of Ole Kirk                                           MIT Media Lab partnership.                                                                                    adults to build without rules
                                                                                                                                                                                   Kristiansen, joins             mes and themes such                                            than he could have imagined”
                                    • Ole Kirk Kristiansen sees                                                                                                                                                                                   LEGO products for use in                                                                                      and limitations, are launched
                                                                                                                                                                                   the company                    as Castle, Space and                                                                                                                                                                            Thomas Kirk Kristiansen
                                    potential in plastic bricks and                                                                                                                                                                               schools highly benefit
                                                                                                                                                                                   management                     Town are launched as                                           • The LEGO® Pirates                                                                                                              joins the Board of Directors,
                                    tries to convince his sons:                                                                                                                                                                                   from this invention
                                                                                                                                                                                                                  part of this strategy                                          theme is launched.                                                                                                               representing the continuation
                                                                                                       1958
                                    “Have you no faith? Can’t you      1953 Automatic Binding                                                                                                                                                                                    The pirate Minifigures are                                                                                                       of the Kirk Kristiansen
                                    see if we do this right, we        Bricks change name to                                                                                                                      • The LEGO® Minifigure                                         the first to have multiple                                                                                                       family ownership
                                                                                                                                                                                                                                                                                                                1999
1932 Master carpenter and           can sell these bricks all over     LEGO® Mursten (LEGO Bricks).    The LEGO® brick is patented                                                 1975 The LEGO                  is launched bringing                                           facial expressions
joiner, Ole Kirk Kristiansen,       the world?”                        The name “LEGO” is now          with a new coupling                                                         Group establishes              role-play to LEGO play
starts making wooden toys.                                             moulded on every brick          principle, the one we know                                                  a sales office in Enfield,                                                                                                   The LEGO® brick is elected                                                                        2005 The LEGO Group sells
As an apprenticed carpenter,                                                                           today, opening up to endless                                                USA – today representing                                                                                                     “Toy of the Century”
                                                                                                                                                                                                                                                                                 1992 The first LEGO ®                                                                                                            the LEGOLAND® Parks to
                                                                                                       building possibilities
he pursues high quality and
craftsmanship in everything                                            1955                                                           1963                                         one of the LEGO Group's five
                                                                                                                                                                                   global main offices            1979                                                           Imagination Center opens
                                                                                                                                                                                                                                                                                 in Mall of America in
                                                                                                                                                                                                                                                                                                                • LEGOLAND® California
                                                                                                                                                                                                                                                                                                                opens
                                                                                                                                                                                                                                                                                                                                                                                                                  Merlin Entertainments Group
                                                                                                                                                                                                                                                                                                                                                                                                                  and becomes a major share-

                                                                                                                                                                                                                                                                                                                                                                2002
he does                                                                Godtfred Kirk Christiansen                                     Godtfred Kirk Christiansen                                                  Kjeld Kirk Kristiansen                                                                                                                                                                          holder of Merlin
                                                                                                                                                                                                                                                                                 Bloomington, MN, USA.
                                                                       launches the LEGO® System                                      announces the 10 LEGO®                                                      becomes CEO of the LEGO                                                                                                                                                                         Entertainments
                                                                                                                                                                                                                                                                                 Five years later, a second
                                                                       in Play as a structured                                        characteristics:                                                            Group. Being the first within
                                                                                                                                                                                   1969                                                                                                                         1998 The LEGO Group and                         The first LEGO® Brand Retail                      Group
                                                                                                                                                                                                                                                                                 one opens in Downtown
                                                                       system of products – the                                                                                                                   the owner family to hold                                                                                                                      Store opens in Cologne,
                                                                                                                                      1.    Unlimited play possibilities                                                                                                         Disney, Orlando, FL, USA.      MIT Media Lab launch LEGO®
                                                                       more bricks you have,                                          2.    For girls, for boys                    LEGO® DUPLO® bricks – twice    a formal business degree,                                                                                                                     Germany – the same year
                                                                                                                                                                                                                                                  1984 The LEGO Group            These centers form             Mindstorms®, an
                                                                       the more you can build.                                        3.    Enthusiasm at all ages                 the size of a LEGO brick on    he brings new ideas and                                                                                                                       LEGOLAND® Deutschland
                                                                                                                                                                                                                                                  initiates a visionary part-    inspiration for LEGO           intelligent LEGO
                                                                       “Our idea has been to create                                   4.    Play all year round                                                   renewed energy into the                                                                                                                       opens
                                                                                                                                                                                   all dimensions – is launched
                                                                       a toy that prepares the child
                                                                       for life – appealing to its
                                                                                                                                      5.
                                                                                                                                      6.
                                                                                                                                            Stimulating and harmonious play
                                                                                                                                            Endless hours of play                  globally for the
                                                                                                                                                                                   youngest
                                                                                                                                                                                                                  company and has one primary
                                                                                                                                                                                                                  focus: children and their
                                                                                                                                                                                                                                                  nership with MIT Media Lab
                                                                                                                                                                                                                                                  (Massachusetts Institute of
                                                                                                                                                                                                                                                                                 Brand Retail Stores            brick integrating
                                                                                                                                                                                                                                                                                                                robot technology
                                                                                                                                                                                                                                                                                                                                                                • The LEGO Learning Institute,
                                                                                                                                                                                                                                                                                                                                                                                                                  2004
1934                                1946 Ole Kirk Kristiansen                                                                         7.    Imagination, creativity, development                                                                  Technology) USA – the goal                                    and the LEGO                                                                                      LEGO® licensed Minifigures
                                                                       imagination and developing                                     8.    More LEGO, greater play value          children                       development. “Our products                                                                                                                    dedicated to researching                          no longer have yellow faces
                                    orders his first plastic                                                                                                                                                                                      being to add intelligence                                     building system
                                                                       the creative urge and joy of                                   9.    Always topical                                                        must exist on children’s own                                                                                                                  children’s imagination,
Combining the two Danish            injection moulding machine                                                                                                                                                                                    and behaviour to LEGO® play                                                                                                                                     – Harry Potter, for example,
                                                                       creation that are the driving                                  10.   Safety and quality                                                    terms. To put it simply: what
words “Leg Godt,” meaning                                                                                                                                                                                                                                                                                                                                       creativity and learning skills,                   assumes a more natural
                                    from Great Britain
“Play Well,” Ole Kirk Kristiansen                                      forces in every human being”                                                                                                               the future LEGO products                                                                                                                      is established – today part                       skin tone
names his company LEGO®
– unaware that this word in
                                                                                                       1957                                                                                                       do in the heads of tomorrow’s
                                                                                                                                                                                                                  children is important”
                                                                                                                                                                                                                                                  1980 The LEGO Group
                                                                                                                                                                                                                                                  establishes a department
                                                                                                                                                                                                                                                                                                                1997 The first
                                                                                                                                                                                                                                                                                                                LEGO® computer
                                                                                                                                                                                                                                                                                                                                                                of the LEGO Foundation
                                                                                                                                                                                                                                                                                                                                                                                                                  • The LEGO Group faces a
                                                                       1956 The LEGO Group enters      Godtfred Kirk Christiansen     1964 The first LEGO® build-                                                                                 to develop educational                                        game is released
Latin means “I put together.”                                                                          takes over the day to day                                                                                                                                                                                                                                                                                  serious crisis and establishes
                                                                       the German market and                                          ing instruction is introduced                                                                               material based on the belief                                  – called LEGO
As an alternative, he                                                                                  management from his father.                                                                                                                                                                                                                                                                                a survival and turnaround plan.
                                                                       establishes a sales company,                                                                                                                                               that LEGO® products are        1996 www.LEGO.com              Island
considered LEGIO (= legions)                                                                           He sees himself as a                                                                                                                                                                                                                                                                                       As part of this plan, Jørgen
                                                                       the first outside Denmark                                                                                                                                                  more than a toy. Today         goes live on March 22nd
but opted finally for the                                                                              manufacturer: “We want                                                                                                                                                                                                                                                                                     Vig Knudstorp succeeds Kjeld
                                                                                                                                                                                                                                                  LEGO® Education works with
name that embodies good                                                                                only the best … we must                                                                                                                                                                                                LEGO Group founder, Ole Kirk Kristiansen, with his son Godtfred Kirk Christiansen   Kirk Kristiansen as President
                                                                                                                                                                                                                                                  educational systems            • LEGOLAND® Windsor
quality play and commitment                                                                            make better bricks from                                                                                                                                                                                                and grandson Kjeld Kirk Kristiansen. The family-owned LEGO Group is today owned     and CEO. He revitalises the
                                    1937 Ole Kirk Kristiansen’s son,                                                                                                               1968 The first                                                 throughout the world           in England opens                             by Kjeld Kirk Kristiansen and his three children.
towards children’s                                                                                     even better material                                                                                                                                                                                                                                                                                       company by reintroducing
                                    Godtfred Kirk Christiansen,                                                                                                                    LEGOLAND® Park opens                                                                                                                                                                                                           a strong focus on the core
development through play                                                                               on even better machinery.
                                    begins designing wooden toys                                                                                                                   in Billund                                                                                                                                                                                                                     business – the brick and
                                                                                                       We must get the best
                                    at the age of 17                                                                                                                                                                                                                                                                                                                                                              the LEGO® System in Play
                                                                                                       people for our company”
1960 A fire destroys the
                                                                                                                                      company’s wooden toy ware-                                                  1978                                                           1989                                                                                                                            2008 A LEGO® factory opens
                                                                                                                                                                                                                                                                                                                                                                                                                 in Nyíregyháza, Hungary
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    2014 The last two of the
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    LEGO Group’s five global
                                                                                                                                      house and the production of                                                                                                                Ole Kirk Kristiansen is                                                                                                                                                                            main offices are inaugurated
                                                                                                                                      wooden toys is discontinued                  1977 LEGO® Technic is          Kjeld Kirk Kristiansen                                         inducted into the Toy                                                                                                           • Kjeld Kirk Kristiansen is                                        in London and Shanghai
                                                                                                                                                                                   launched – challenging         develops the “System                                           Industry Hall of Fame, USA,                                                                                                     inducted into the Toy Industry                                     respectively
                                                                                                                                                                                   older children to build        within the System” to                                          with tribute payed to “an                                                                                                       Hall of Fame, USA. The honour
                                    1949 The forerunner of the                                                                        1962 The LEGO® wheel                                                                                        1986 LEGO® Technic Com-                                       2000 A LEGO® factory opens
                                                                                                                                                                                   like in real life              offer children the right                                       extraordinary craftsman who                                                                                                     is motivated by the fact that                                      • The LEGO® Movie™
                                    LEGO® bricks we know today,                                                                       is launched, introducing                                                                                    puter Control is launched                                     in Kladno, Czech Republic
                                                                                                                                                                                                                  products at the right age                                      helped shape our industry                                                                                                       the LEGO Group has                                                 premieres in cinemas
                                    is launched under the name                                                                        movement to the LEGO                                                                                        as one of the first outcomes                                                               2001 LEGO Creator products,
                                                                                                                                                                                                                                                                                                                                                        ®

                                                                                                                                                                                   • Kjeld Kirk Kristiansen,      and for the right purpose.                                     in ways too numerous to                                                                                                         revolutionised the way children                                    all over the world
                                    “Automatic Binding Bricks”                                                                        System in Play                                                                                              of the LEGO Group and                                                                      encouraging children and
                                                                                                                                                                                                                  New product program-                                           count and more permanently
                                                                                                                                                                                                                                                                                                                                                                               2007
                                                                                                                                                                                   grandson of Ole Kirk                                           MIT Media Lab partnership.                                                                 adults to build without rules                                       play and build with bricks
                                                                                                                                                                                   Kristiansen, joins             mes and themes such                                            than he could have imagined”
                                    • Ole Kirk Kristiansen sees                                                                                                                                                                                   LEGO products for use in                                                                   and limitations, are launched
                                                                                                                                                                                   the company                    as Castle, Space and                                                                                                                                         Thomas Kirk Kristiansen
                                    potential in plastic bricks and                                                                                                                                                                               schools highly benefit
                                                                                                                                                                                   management                     Town are launched as                                           • The LEGO® Pirates                                                                           joins the Board of Directors,
                                    tries to convince his sons:                                                                                                                                                                                   from this invention
                                                                                                                                                                                                                  part of this strategy                                          theme is launched.                                                                            representing the continuation
                                                                                                       1958
                                    “Have you no faith? Can’t you      1953 Automatic Binding                                                                                                                                                                                                                                                                                                                                                      2013 The LEGO Group opens
                                                                                                                                                                                                                                                                                 The pirate Minifigures are                                                                    of the Kirk Kristiansen
                                    see if we do this right, we        Bricks change name to                                                                                                                                                                                                                                                                                                                                                       a new office in Singapore,
                                                                                                                                                                                                                  • The LEGO Minifigure
                                                                                                                                                                                                                             ®
                                                                                                                                                                                                                                                                                 the first to have multiple                                                                    family ownership
                                                                                                                                                                                                                                                                                                                1999
1932 Master carpenter and           can sell these bricks all over     LEGO® Mursten (LEGO Bricks).    The LEGO® brick is patented                                                 1975 The LEGO                                                                                                                                                                                                                                                   the third of the LEGO Group’s
                                                                                                                                                                                                                  is launched bringing                                           facial expressions
joiner, Ole Kirk Kristiansen,       the world?”                        The name “LEGO” is now          with a new coupling                                                         Group establishes                                                                                                                                                                                                                                               five global main offices today
                                                                                                                                                                                                                  role-play to LEGO play
starts making wooden toys.                                             moulded on every brick          principle, the one we know                                                  a sales office in Enfield,                                                                                                   The LEGO® brick is elected                                     2005 The LEGO Group sells
As an apprenticed carpenter,                                                                           today, opening up to endless                                                USA – today representing                                                                                                     “Toy of the Century”                                                                                                               • LEGO® Brand Retail Store
                                                                                                                                                                                                                                                                                                                                                                               the LEGOLAND® Parks to
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        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.

                                                                                                       building possibilities                                                                                                                                                    1992 The first LEGO ®

                                                                       1955                                                           1963                                                                        1979
he pursues high quality and                                                                                                                                                        one of the LEGO Group's five                                                                                                                                                                Merlin Entertainments Group                                         no. 100 opens

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         Learn more: www.lego.com/legohistory
                                                                                                                                                                                                                                                                                 Imagination Center opens       • LEGOLAND® California
craftsmanship in everything                                                                                                                                                        global main offices                                                                                                                                                                         and becomes a major share-
                                                                                                                                                                                                                                                                                 in Mall of America in          opens
                                                                                                                                                                                                                                                                                                                                             2002                                                                                                                                   2016
he does                                                                Godtfred Kirk Christiansen                                     Godtfred Kirk Christiansen                                                  Kjeld Kirk Kristiansen                                                                                                                                       holder of Merlin
                                                                                                                                                                                                                                                                                 Bloomington, MN, USA.
                                                                       launches the LEGO® System                                      announces the 10 LEGO®                                                      becomes CEO of the LEGO                                                                                                                                      Entertainments
                                                                                                                                                                                                                                                                                 Five years later, a second
                                                                       in Play as a structured                                        characteristics:                                                            Group. Being the first within
                                                                                                                                                                                   1969                                                                                                                         1998 The LEGO Group and      The first LEGO® Brand Retail      Group                             2009 A LEGO® factory opens                                         LEGO® NEXO KNIGHTS™ is
                                                                                                                                                                                                                                                                                 one opens in Downtown
                                                                       system of products – the                                                                                                                   the owner family to hold                                                                                                   Store opens in Cologne,                                                                                                                launched, bridging physical
                                                                                                                                      1.    Unlimited play possibilities                                                                                                         Disney, Orlando, FL, USA.      MIT Media Lab launch LEGO®                                                                       in Monterrey, Mexico
                                                                       more bricks you have,                                          2.    For girls, for boys                    LEGO® DUPLO® bricks – twice    a formal business degree,                                                                                                  Germany – the same year                                                                                                                and digital play with LEGO
                                                                                                                                                                                                                                                  1984 The LEGO Group            These centers form             Mindstorms®, an
                                                                       the more you can build.                                        3.    Enthusiasm at all ages                 the size of a LEGO brick on    he brings new ideas and                                                                                                    LEGOLAND® Deutschland                                                                                                                  bricks, episodic TV content
                                                                                                                                                                                                                                                  initiates a visionary part-    inspiration for LEGO           intelligent LEGO
                                                                       “Our idea has been to create                                   4.    Play all year round                                                   renewed energy into the                                                                                                    opens                                                                                                                                  and a digital gaming app
                                                                                                                                                                                   all dimensions – is launched
                                                                       a toy that prepares the child
                                                                       for life – appealing to its
                                                                                                                                      5.
                                                                                                                                      6.
                                                                                                                                            Stimulating and harmonious play
                                                                                                                                            Endless hours of play                  globally for the
                                                                                                                                                                                   youngest
                                                                                                                                                                                                                  company and has one primary
                                                                                                                                                                                                                  focus: children and their
                                                                                                                                                                                                                                                  nership with MIT Media Lab
                                                                                                                                                                                                                                                  (Massachusetts Institute of
                                                                                                                                                                                                                                                                                 Brand Retail Stores            brick integrating
                                                                                                                                                                                                                                                                                                                robot technology
                                                                                                                                                                                                                                                                                                                                             • The LEGO Learning Institute,
                                                                                                                                                                                                                                                                                                                                                                               2004                              2011                                                               that helps bring LEGO play
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    to live in an entirely new way
1934                                1946 Ole Kirk Kristiansen                                                                         7.    Imagination, creativity, development                                                                  Technology) USA – the goal                                    and the LEGO                                                   LEGO® licensed Minifigures        LEGO® NINJAGO™
                                                                       imagination and developing                                     8.    More LEGO, greater play value          children                       development. “Our products                                                                                                 dedicated to researching          no longer have yellow faces       is launched and quickly
                                    orders his first plastic                                                                                                                                                                                      being to add intelligence                                     building system
                                                                       the creative urge and joy of                                   9.    Always topical                                                        must exist on children’s own                                                                                               children’s imagination,                                                                                                                • Expected opening of LEGO®
Combining the two Danish            injection moulding machine                                                                                                                                                                                    and behaviour to LEGO® play                                                                                                  – Harry Potter, for example,      becomes an evergreen
                                                                       creation that are the driving                                  10.   Safety and quality                                                    terms. To put it simply: what
words “Leg Godt,” meaning                                                                                                                                                                                                                                                                                                                    creativity and learning skills,   assumes a more natural                                                                               factory in Jiaxing, China and
                                    from Great Britain
“Play Well,” Ole Kirk Kristiansen                                      forces in every human being”                                                                                                               the future LEGO products                                                                                                   is established – today part       skin tone                         • LEGOLAND® Florida opens                                          LEGOLAND® Dubai
names his company LEGO®
– unaware that this word in
                                                                                                       1957                                                                                                       do in the heads of tomorrow’s
                                                                                                                                                                                                                  children is important”
                                                                                                                                                                                                                                                  1980 The LEGO Group
                                                                                                                                                                                                                                                  establishes a department
                                                                                                                                                                                                                                                                                                                1997 The first
                                                                                                                                                                                                                                                                                                                LEGO® computer
                                                                                                                                                                                                                                                                                                                                             of the LEGO Foundation
                                                                                                                                                                                                                                                                                                                                                                               • The LEGO Group faces a
                                                                                                                                                                                                                                                                                                                                                                                                                                                   2012
                                                                       1956 The LEGO Group enters      Godtfred Kirk Christiansen     1964 The first LEGO® build-                                                                                 to develop educational                                        game is released                                                                                                                   LEGO® Friends is launched,
Latin means “I put together.”                                                                          takes over the day to day                                                                                                                                                                                                                                               serious crisis and establishes                                      introducing a new mini-doll
                                                                       the German market and                                          ing instruction is introduced                                                                               material based on the belief                                  – called LEGO
As an alternative, he                                                                                  management from his father.                                                                                                                                                                                                                                             a survival and turnaround plan.                                     figure
                                                                       establishes a sales company,                                                                                                                                               that LEGO® products are        1996 www.LEGO.com              Island
considered LEGIO (= legions)                                                                           He sees himself as a                                                                                                                                                                                                                                                    As part of this plan, Jørgen
                                                                       the first outside Denmark                                                                                                                                                  more than a toy. Today         goes live on March 22nd
but opted finally for the                                                                              manufacturer: “We want                                                                                                                                                                                                                                                  Vig Knudstorp succeeds Kjeld                                        • LEGOLAND® Malaysia
                                                                                                                                                                                                                                                  LEGO® Education works with
name that embodies good                                                                                only the best … we must                                                                                                                                                                                                                                                 Kirk Kristiansen as President                                       opens
                                                                                                                                                                                                                                                  educational systems            • LEGOLAND Windsor
                                                                                                                                                                                                                                                                                              ®
quality play and commitment                                                                            make better bricks from                                                                                                                                                                                                                                                 and CEO. He revitalises the
                                    1937 Ole Kirk Kristiansen’s son,                                                                                                               1968 The first                                                 throughout the world           in England opens
towards children’s                                                                                     even better material                                                                                                                                                                                                                                                    company by reintroducing
                                    Godtfred Kirk Christiansen,                                                                                                                    LEGOLAND® Park opens                                                                                                                                                                        a strong focus on the core
development through play                                                                               on even better machinery.
                                    begins designing wooden toys                                                                                                                   in Billund                                                                                                                                                                                  business – the brick and
                                                                                                       We must get the best
                                    at the age of 17                                                                                                                                                                                                                                                                                                                           the LEGO® System in Play
                                                                                                       people for our company”
COMPANy TIMELINE                                     20

         Did you know that LEGO® bricks produced
         since 1958 are fully compatible with LEGO
         bricks produced today?
                                                          Building a better
                                                          Experience
                                                          LEGO play
                                                          tomorrow
                                                                ®

                                                          One   of theasix
                                                          Providing         LEGO
                                                                         broad    ®
                                                                                    values
                                                                                variety      is imagination,
                                                                                          of fun
                                                          and in  the LEGO
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                                                                            LEGO  ®
                                                                                       theresettings,
                                                                                    brand     is a desire
                                                          to
                                                          forfind  new ways
                                                              children         to invent
                                                                         and adults        solutions and
                                                                                       to explore,
                                                          products
                                                          is essentialin for
                                                                         a more
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                                                                                    celebrate andmanner.
                                                          Some
                                                          discuss developments
                                                                    with our fansare thetaken
                                                                                          manyinch
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                                                          others
                                                          moments  areLEGO
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COMPANy ATIMELINE
BuILdInG   BETTEr TOMOrrOW                                                                           20
                                                                                                      22

       Did you       know      that impact
                                     LEGOon® society
                                                 bricks
                                                                                                            Experience
                                                                                                           We have a responsibility as a leading
Our ambition  is to leave a positive                     andproduced
                                                             the
planet our children will inherit. We do this primarily through our
       sinceand
play materials   1958theirare   fully to
                          contribution compatible          with LEGO
                                          children’s development,                                          provider of quality play experiences.
       bricks
but also          produced
         through our               today? efforts, which we
                       social and environmental                                                            We have a responsibility to everyone and
constantly seek to advance by staying true to our longstanding
motto: Only the best is good enough. In 2015, this included:
                                                                                                            LEGO play
                                                                                                                 ®
                                                                                                           everything that we impact through our
                                                                                                           operations. We are mindful of this, which
                                                                                                           is why we always strive to make a positive
                                                                                                           impact on society.”
Taking a major step towards our 2020 goal        reaching and hence supporting the learning                                      — Thomas Kirk Kristiansen, fourth generation
to balance our global energy consumption         and development of approximately 100                                              owner of the family-owned LEGO Group
with renewable energy capacity by inaugurating   million children through joint activities by
the Borkum riffgrund 1 offshore wind farm        the LEGO Group, LEGO® Education and the
with our partners. Furthermore, we managed       LEGO Foundation.
to improve our energy efficiency by +5.0%.
                                                 Engaging more than 66,000 children and 3,000
Announcing the launch of a Sustainable           employees in activities through our Local
Materials centre, where we will work towards
our ambition to use more sustainable materials
                                                 LEGO community Engagement programme for
                                                 the benefit of children and their families in the
                                                                                                            Providing a broad variety of fun
in all core LEGO products and packaging          communities where we are present.                          and engaging LEGO® brand settings,
by 2030.
                                                 continuing our collaboration with unIcEF on                for children and adults to explore,
providing the safest play experiences for        child rights and as part of our partnership
children resulting in zero product recalls       developing a child protection policy stipulating           is essential for us to celebrate and
for the sixth year running.                      our non-tolerance to child abuse in any form.
                                                                                                            discuss with our fans the many great
                                                 Learn more: www.LEGO.com/responsibility
                                                                                                            moments LEGO play offers.
COMPANy
BuILdInG ATIMELINE
            BETTEr TOMOrrOW                          20
                                                      24

     Did know
Did you   you know
     since 1958
the United
     bricks
as the
                 that that LEGO®Group
                      the LEGO
                   are Global
              Nations
        first produced
                                  brickssigned
                       fully compatible
              company in today?
                               Compact in
                                         produced
                                         with
                                           2003
                            the toy industry?
                                              LEGO         LEGO
                                                           Experience      ®
We are committed to embrace, support
and enact United Nations’ directions                       LEGO ®
                                                                  play
                                                           communities
within the areas of human
rights, labour standards,
the environment and
anti-corruption.

                                                           It is important
                                                           Providing        to the
                                                                      a broad       LEGOofGroup
                                                                                 variety    fun to have
                                                           close   contact with
                                                           and engaging     LEGOour
                                                                                  ®
                                                                                      fans and
                                                                                    brand        consumers
                                                                                            settings,
                                                           throughout
                                                           for childrenthe
                                                                         andworld.
                                                                              adultsAnd   to this end,
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                                                           is essential  formany
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                                                           discuss         us and
                                                                     with our  fansLEGO
                                                                                     the many
                                                                                          ®
                                                                                            enthusiasts.
                                                                                                great
                                                           moments LEGO play offers.
COMPANy
     LEGO
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                                                                                    26
                                                                                    24

        Did know
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                                                                            LEGO
                                                                         2003            Experience
                                                                                         LEGO play
                                                                                              ®
   website                                ®

Weages
   andare       committed
        experiences.                         totoembrace, support
         to play and learn about our values, products
                      Ultimately, the site aims

and     enact United Nations’ directions
   empower creative play through online storytelling
   around children’s favourite LEGO play experiences.
within       the areas of human
   It encourages children to share their own creations
   through activities that celebrate their imagination
rights,       labour standards,
   and the endless ideas of LEGO play.

theGlobally
       environment
            almost 20 million people and
                                       visit the site every
   month on average, the majority returning every day
anti-corruption.
   – making it one of the most engaging family sites
   on the internet.

     Learn more: www.LEGO.com

                                                                                         Providing a broad variety of fun
     LEGO® Club                                                                          and engaging LEGO® brand settings,
                                                                                         for children and adults to explore,
     LEGO® Club builds personal and ongoing relationships
     with LEGO fans aged 4-13 directly via print magazine,                               is essential for us to celebrate and
     digital content and direct mail/e-mail. LEGO Club
     engages with these loyal fans by offering content                                   discuss with our fans the many great
     suitable to their ages and interests so that Club
     members feel recognised and rewarded.
                                                                                         moments LEGO play offers.
     LEGO Club currently has 5.7 million registered print
     and digital members across 18 markets.

     Learn more: www.LEGO.com/club
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                                                      24   LEGO ® COMMUNITIES                                                                                      29

     Did know
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     since 1958
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                                              LEGO
                                           2003            communitiesExperience
                                                           LEGO® adult fan                                      LEGO® Social Media

We are committed to embrace, support
and enact United Nations’ directions                                  LEGO play
                                                                           ®
                                                           LEGO® User Groups (LUGs) act as forums
                                                           where adult LEGO enthusiasts can share their
                                                           hobby amongst each other. The groups have
                                                           their own websites, blogs and discussion forums,
                                                                                                                Through close dialogue and engagement
                                                                                                                on social media, we strive to create value for
                                                                                                                consumers. Listening to our consumers is
                                                                                                                a key contributor to our success, and social

within the areas of human                                  and many meet face-to-face on a regular
                                                           basis. There are currently 274 recognised LUGs
                                                                                                                platforms allow us to connect meaningfully
                                                                                                                with our many fans across borders.

rights, labour standards,                                  with more than 500,000 registered members;
                                                           these fans are referred to as AFOLs (Adult Fans      Connect with us on: Facebook, YouTube,
the environment and                                        of LEGO).                                            Instagram, Pinterest, Twitter, Google+, LinkedIn
                                                                                                                and via the LEGO® TV App.
anti-corruption.                                           Through the LEGO Ambassador Network (LAN)
                                                           the LEGO Group and AFOLs build mutually
                                                           useful relations around activities such as events,
                                                           public exhibitions and review of new LEGO
                                                                                                    We enjoy sharing great LEGO
                                                           products. AFOLs are also invited to take active
                                                                                                    moments with our fans, and
                                                                    Providing a broad variety
                                                           part in product suggestion and selection
                                                           on the LEGO Ideas crowdsourcing platform.          of fun
                                                                                                    one platform   that enables us
                                                                    and engaging LEGO brand settings,
                                                                                                   ®to do this is the LEGO YouTube
                                                           The LAN currently consists of representatives
                                                           from the 274 recognised LUGs worldwide.
                                                                                                    channel. In 2015 alone, the
                                                                    for      children
                                                           Learn more: https://lan.LEGO.com and adults
                                                                                                    LEGOtoYouTube
                                                                                                              explore,
                                                                                                                     channel had
                                                                    is essential for us to 1.3      celebrate
                                                                                                        billion views and
                                                                                                                      and a watch
                                                                    discuss with our fanstime         the corresponding to 4,039
                                                                                                              many great
                                                                                                    years and 188 days.
                                                                      moments LEGO play offers.
COMPANy
     LEGO
BuILdInG ATIMELINE
           ®
             COMMUNITIES
            BETTEr TOMOrrOW                               20
                                                           30
                                                           24

DidDidDid
     youyouyou
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              knowthat that
                     that     LEGO
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                                           competences          LEGO play
                                                                     ®
within
   suchthe as areas  of human creativity, empathy,
              problem-solving,
rights,  labour standards,
   communication       and collaboration.
the environment and
anti-corruption.

                                                                Providing a broad variety of fun
                                                                and engaging LEGO® brand settings,
                                                                for children and adults to explore,
                                                                is essential for us to celebrate and
                                                                discuss with our fans the many great
                                                                moments LEGO play offers.
COMPANy
     LEGO
BuILdInG ATIMELINE
           ®
             COMMUNITIES
            BETTEr TOMOrrOW                               20
                                                           30
                                                           24   ExPERIENCE LEGO ® PLAy                                                          33

                                                                                         LEGO® Build the
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      since
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                                            when you build                               LEGO® Build the Change is a global nonprofit
                                                                                         event-based concept operated by the LEGO Group

Weandarerebuild
          committedwith to  embrace,
                         just           support
                              a few bricks    you stimulate                              that has existed since 2007. It is a hands-on
                                                                                         minds-on concept that seeks to inspire children to

and   enact
   more       United
           than        Nations’
                 20 skills,       directions
                             supporting    competences                                   express their vision and dreams of a better tomorrow
                                                                                         using LEGO bricks.
within
   suchthe as areas  of human creativity, empathy,
              problem-solving,                                                           The events are always topic specific with outset
rights,  labour standards,
   communication       and collaboration.                                                in surroundings children can relate to – be it their
                                                                                         school, city or local community. The concept
the environment and                                                                      is equally relevant for LEGO Group activities and
                                                                                         activities by external partners who seek to give
anti-corruption.                                                                         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
COMPANy
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                                                                                                 34
                                                                                                 24   ExPERIENCE LEGO ® PLAy                                                                            35

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                                        FIRST LEGO League is an annual science
                                                        ®        ®

                                             technology  team-based   competition

and   enact
   more    thanUnited    Nations’
                  20 skills,        directions
                               supporting
                                        use LEGO  competences
                                        targeted 9-16 year old children and youth who
                                                     MINDSTORMS robots to compete.
                                                             ®              ®

within
   suchthe as areas    of human creativity,
               problem-solving,                            empathy,
                                        The competition now stretching 85+ countries,
                                        was established in 1998 as a collaboration

rights,  labour standards,
   communication          and collaboration.
                                        between the American non-profit organisation
                                        FIRST (For Inspiration and Recognition of
                                                        ®

the environment and                     Science and Technology) and LEGO Education
                                        to increase children’s and young people’s
                                                                                       ®

anti-corruption.                        interest in STEM subjects (Science, Technology,
                                        Engineering and Math’s).

                                                   In 2004 the concept was expanded to also
                                                   engage younger children aged 6-9 years in
                                                   STEM, and so FIRST® LEGO® League Jr. was
                                                   established, focusing on teamwork and using
                                                   LEGO Education WeDo 2.0.

                                                   The disciplines are always centred around a
                                                   real world scientific concept or challenge, such
                                                   as 21st Century Learning (2014/15) and Waste
                                                   Innovation (2015/16). Guided by adult coaches,
                                                   teams will build and program a challenge-
                                                   related LEGO model based on own research,
                                                                                                      Through our 125 LEGO® Brand Retail Stores         in the Pick & Build wall over to watching a
                                                   imagination, teamwork, and construction ideas.
                                                                                                      in 9 countries, we bring LEGO play to life        LEGO product come to life through the LEGO
                                                                                                      through an interactive and vibrant shopping       Digital Box. Other than offering the biggest
                                                   Learn more: www.FIRSTLEGOleague.org
                                                                                                      experience designed just for children.            assortment of LEGO products in one place, play
                                                   and www.FIRSTLEGOleaguejr.org
                                                                                                                                                        areas to unlock one’s creativity and expert
                                                                                                      Upon entering a LEGO Brand Retail Store,          building tips from store associates, LEGO Brand
                                                                                                      visitors are invited to interact with LEGO play   Retail Stores also run monthly in-store activities.
                                                                                                      experiences: from building personalised
                                                                                                      LEGO Minifigures to selecting specific bricks     Learn more: http://stores.LEGO.com
COMPANy
     LEGO
BuILdInG ATIMELINE
           ®
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            ExPERIENCE
            BETTEr     LEGO ® PLAy
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                                                                                                             30
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                                                                                                             24   ExPERIENCE LEGO ® PLAy                                                                                                   37

DidDidDid
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      since
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                                             when you build
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                                                                                                                                                                               • ALWAYS write the LEGO brand name in capital
                                                                                                                                                                                 letters.

and   enact
   more    thanUnited   Nations’
                  20 skills,       directions
                              supporting    competences
                                                                                                                                                                               • ALWAYS use a descriptive noun after the LEGO
                                                                                                                                                                                 brand name, it must never appear on its own.
                                                                                                                                                                                 • E.g. wrong use: I play with LEGO.

within
   suchthe as areas   of human creativity, empathy,
               problem-solving,
                                                                                                                                                                                 • E.g. correct use: I play with LEGO bricks.
                                                                                                                                                                               • ALWAYS accompany the LEGO brand name

rights,  labour standards,
   communication        and collaboration.
                                                                                                                                                                                 by the Registered symbol ® in headlines and
                                                                                                                                                                                 the first time it appears in copy text.
                                                                                                                                                                               • NEVER use the LEGO brand name as a

the environment and                                                                                                                                                              generic term, add a possessive ‘s,’ plural ‘s’
                                                                                                                                                                                 or hyphen.

anti-corruption.
                                                                                                                  LEGOLAND® parks are family parks presenting exciting           • E.g. wrong use: LEGO’s, LEGOs, LEGO-bricks.
                                                                                                                                                                                 • E.g. correct use: the LEGO brand’s, LEGO
                                                                                                                  worlds of adventures inspired by the creativity and              bricks.
                                                                                                                  endless opportunities of the LEGO® brick and fun LEGO        • NEVER use the Registered symbol ® in con-
                                                                                                                  play themes. The LEGO Group sold its four LEGOLAND             nection with a company name.
                                                                                                                  parks in 2005 to Merlin Entertainments Group, which has        • E.g. wrong use: LEGO® System A/S.
                                                                                                                                                                                 • E.g. correct use: LEGO System A/S.
                                                                                                                  continued to invest in these and new parks around the
                                                                                                                                                                               • NEVER change or adjust the graphical design
                                                                                                                  world. Currently LEGOLAND parks can be enjoyed at the          of the LEGO logo.
                                                                                                                  following destinations:

                                                                                                                    LEGOLAND® Billund Resort                                   Thank you for
                                                                                                                    LEGOLAND® Windsor Resort                                   helping us protect
                                                                                                                    LEGOLAND® California Resort                                the LEGO® brand!
                                                                                                                    LEGOLAND® Deutschland Resort
           Expected to open in 2017, the LEGO® House           The LEGO House represents 21 LEGO bricks             LEGOLAND® Florida Resort
           will be a 23m tall and 12,000 m2 hands-on           built on top of one another. At the very top the     LEGOLAND® Malaysia Resort                                  Produced for the LEGO Group by Corporate Brand Communications.
                                                                                                                                                                               © 2016 The LEGO Group.
           minds-on LEGO experience centre. It will allow      Masterpiece Gallery will be situated, shaped
                                                                                                                                                                               LEGO, the LEGO logo, the Minifigure, DUPLO, BIONICLE, LEGENDS
           fans of all ages to discover the LEGO Group’s       to resemble and be a tribute to the classic        Merlin has also developed a second LEGO based                OF CHIMA, the FRIENDS logo, the MINIFIGURES logo, DIMENSIONS,
                                                                                                                                                                               MINDSTORMS, MIxELS, NINJAGO, NExO KNIGHTS and LEGOLAND
           history and values and be inspired by the LEGO      2X4 LEGO brick.                                    attraction – LEGOLAND Discovery Centres: small indoor        are trademarks of the LEGO Group. ©2016 the LEGO Group.

           brick’s endless play and learning possibilities.                                                       versions of the LEGOLAND parks featuring models and          All rights reserved.

                                                                                                                  activities around the LEGO play experience with 13 centres   © 2016 & ™ Lucasfilm Ltd.
                                                                                                                                                                               ™ & © Warner Bros. Entertainment Inc.
           Six different experience zones, three restaurants                                                      operating worldwide. KIRKBI A/S (owning 75% of the           ™ & © DC Comics
                                                                                                                                                                               ™ & © Marvel & Subs.
           and a state of the art LEGO Brand Retail Store                                                         LEGO Group) owns 29.9% of Merlin Entertainments Group.       © Disney

           will invite guests to interact, build and play in                                                                                                                   THE LEGO® MOVIE™ © The LEGO Group & Warner Bros
                                                                                                                                                                               Entertainment Inc.
           a breath-taking setting.                                                                               Learn more: www.LEGOLAND.com
                                                                                                                                                                               © 2016 Mojang AB and Mojang Synergies AB. MINECRAFT is a
                                                                                                                  and www.LEGOLANDdiscoverycenter.com                          trademark or registered trademark of Mojang Synergies AB.
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     Learn more about the LEGO Group
     and LEGO Group activities at
     Did
DidDid
    youyouyou
          know  know
             know that
     www.LEGO.com/aboutusthat
                         theyour
                      that      LEGO
                               LEGO  ®
                                       bricks
                                      Group
                                   brain      produced
                                             signed
                                         is making use
      since
theofUnited
      the most1958  are Global
               Nations  fully
                  critical     compatible
                                 Compact
                            skills          with
                                            in
                                   for learning  LEGO
                                               2003
                                                when
      bricks
asplaying
    the        produced
         firstwith
               company
                   LEGO®in today?
                              the toyEven
                            bricks?    industry?
                                           when you build
Weandarerebuild
          committedwith to embrace,
                        just            support
                              a few bricks   you stimulate
and   enact
   more       United
           than       Nations’
                 20 skills,       directions
                             supporting   competences
within
   suchthe as areas  of human creativity, empathy,
              problem-solving,
rights,  labour standards,
   communication       and collaboration.
the environment and
anti-corruption.

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