THE LEGO GROUPCompany Report

Drew Pompa

PRODUCTS

Toys 130 new sets a year Recent: licensed sets

Other Theme parks Films, TV shows, board games, video games Even consulting!

FINANCIALS

Privately-held, family-owned company 2011 Annual Report

Revenue: $3.3 billion (up 17% from 2010) Net Profit: $734 million (up 12% from 2010) Employees: 9,374

2007 2008 2009 2010 20110

500100015002000250030003500

RevenueProfit

Year

Amount(in millions of

dollars)

HISTORY

1934: Founded in Billund, Denmark 1958: Developed modern “brick” 1968: First LEGOLAND opened 1999: FIRST LEGO League 2004: “Rebuilt” business strategy

STORY

LEGO Education Founded in 1980 Programs for schools to reinforce principles of science,

technology, engineering and math

WHAT’S HOT?

Licensing Star Wars, Indiana Jones, Batman, etc.

2011: Crowdsourcing new sets

SECRET SAUCE

Consistency Resources Fun

COMPETITION

Direct Mega Bloks CoCo K’Nex

Indirect Technology

SOMETHING AWESOME

2004: LEGO Digital Designer

But...

PREDICTION

Optimistic Shown steady financial growth Can adapt to evolving markets