Lego Info Update
Transcript of Lego Info Update
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Company ProfleAn introduction to the LEGO Group
2010
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Contents
t all began in 1932 4
G Grou in ke gures 5
focus on growth 6
rganisation 7dea and roduction 8
To o the Centur 9
G roducts or all children 13
The inigure 14
GD arks 16
G Counit 17
earning through la 19
fun G facts 20
Using the G brand nae 22
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It all began in 1932 ...
The ounder, le Kirk Kristiansen, hit uon the G
nae in 1934 He took the rst two letters o the Dan-
ish words G GDT, eaning la well, and ut the
together quite unaware that one eaning o the wordin atin is ut together Toda an ears later
G is both the nae and the idea behind the
coan pla is a ke eleent in childrens growth and
develoent, and la stiulates the iagination, the
eergence o ideas, and creative exression t is G
hilosoh that good la enriches a childs lie and its
subsequent adulthood With this in ind, the G Grou
has develoed and arketed a wide range o roducts,
all ounded on the sae basic hilosoh o learning and
develoing through la
True to its otto nl the best is good enough theG Grou has ehasised the iortance o high
qualit throughout its ore than 75-ear histor, ensuring
that consuers return to G roducts again and again
t the sae tie the G sste eans that an
thousands o building eleents can be easil cobined
in innuerable was and just as readil disantled
again The ore G bricks ou have, the ore ertile
our creativit can becoe, and there are hours o la in
the G brick that ou dont nd elsewhere
Childs la is an ever-changing world, and the co-
ans roduct develoent deartents thereore work
ssteaticall with the evolution o ailiar la thees
and roduct lines based on research aong childrenand arents into things like la habits, ail atterns
and housing conditions dded to this is the act that a
cobination o ssteatis, logic and unliited creativit
activates learning through la in a ver secial G wa
which in an age o increasing deands uon the childs
learning and abilit to solve colex robles caters
uniquel or toorrows child t is or this reason that the
G sste is requentl cited b an leading organi-
sations and individuals as a seciall creative la ate-
rial used in learning contexts b institutions and schools
throughout the world
The child o the uture will have lent o things to la
with Consuer electronics is a tough coetitor to
traditional tos But the G Grou is in no doubt that
the G brick will continue in uture to be relevant to
children o all ages world o iagination and total ab-
sortion putting two G bricks together is intuitive and
delivers the sontaneous jo o creation which can be
suleented but never relaced b virtual exeri-
ences
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LEGO Groupin key fgures
The G Grou ended 2009 with a highl satisactor
result The result beore tax - a surlus o DKK 2,887 illion
- exceeded all exectations or the ear, and the G
Grous net sales rose b 224% ro DKK 9,526 illion in2008 to DKK 1 1,661 illion in 2009
earl all the G Grous arkets saw signicant sales
increases in 2009 - desite the act that, overall, the global
to arket was stagnant in 2009
n 2009, the two classic roduct lines G Cit and
G Star Wars were once again the ost successul
lines
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2009 2008 2007 2006 2005
IncomeStatement:
evenue 11,661 9,526 8,027 7,798 7,027
xenses (8,659) (7,522) (6,556) (6,393) (6,605)
erating roit beore secial ites 3,002 2,004 1,471 1,405 423
airent o non-current assets (85) (20) 24 270 86
estructuring exenses and other secial ites (15) 116 (46) (350) (129)
financial incoe and exenses (15) (248) (35) (44) (51)
proit beore incoe tax 2,887 1,852 1,414 1,281 329
proit, continuing activities 2,204 1,352 1,028 1,290 214
et roit or the ear 2,204 1,352 1,028 1,290 214
Employees:
verage nuber (ull-t ie) 7,058 5,388 4,199 4,908 5,302
FinancialHighlights
TheLEGOGroup
(DKKmillion)
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Focus ongrowth
The G Grou has seen continued growth over the
revious ve ears, and sales have increased b double-
digit growth rates in the last ew ears This has ha-
ened in a global to arket characterised b stagnationthroughout the last decade
The G Grou exects continued growth in sales in
the ears ahead The oundation or this growth is a con-
stant ocus on the coans core roducts and arkets
n this basis, seven growth initiatives have been dened:
GrowmarketshareinUSA
US is the worlds largest arket or tos, and the G
Grou has draaticall increased its arket share in
recent ears, to aroxiatel ve er cent The GGrou believes this share can be urther increased in
the coing ears
GrowmarketshareinEasternEurope
The to arket in astern uroe is exeriencing raid
growth, and the G Grou ais to continue to ex-
and its strong osition on these arkets
Seedemergingmarkets
The G Grou does not et enjo a strong arket o-
sition in arkets such as China, mexico, Brazil and ndia
These arkets are exected to see strong growth in theuture, and the G Grou lans to invest in develo-
ing the
Seednewconcepts
n addition to ongoing roduct develoent based on
the existing core ortolio, the G Grou will develo
innovative new roducts which are obviousl G
roducts, but never seen beore n exale o such
new roducts is the G Gaes board-gae series
launched in 2009
Expanddirecttoconsumeractivities
The G Grou currentl has direct contact to con-suers through its own sales channels, clubs, collabo-
ration rogras, etc The ai is to get even closer to
consuers through greater contact and b exanding
oers available direct to consuers
ExpandLEGOEducation
The ai is to create growth in the area o educational
aterials or reschools, schools and educational institu-
tions all over the world
Developdigitalbusiness
The G Grou currentl oerates on digital latorsthrough the Gco website and video gaes Digital
business will be urther exanded, in articular through
G Universe the rst mmG (assivel ultilaer
online gae) ro the G Grou, to be launched in
the second hal o 2010
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Organisation
The G Grou has a global workorce o arox 9,000
eole
CorporateManagementcomprises:The Chie xecutive cer, the Chie financial cer and
our xecutive Vice presidents, each with their own busi-
ness area
CEO
Markets&Products
Community,Education&Direct
CorporateCenter
GlobalSupplyChain
CorporateFinance
markets & products
(m&p) has global
resonsibilit or
develoent o new
roducts or retailcustoers, develo-
ent o arketing
aterials, global
arketing and sales
to retail custoers
worldwide
Counit, duca-
tion & Direct (CD) is
resonsible or direct
contact with consu-
ers as well as salesvia brand retail stores,
online sales and ail
order n addition,
this business area is
resonsible or digital
business nd CD is
also resonsible or
the Grous develo-
ent, arketing and
sale o educational
aterials
Cororate Center
(CC) covers a co-
bination o strategic
and suortive
unctions: T, Huanesources, Cororate
Counications,
Cororate Govern-
ance & Sustainabilit,
Service Center, Con-
tinuous roveent
and Cororate egal
airs
Global Sul Chain
(GSC) is resonsi-
ble or the Grous
sul chain, ro
rocureent androduction - includ-
ing oulding, deco-
ration and acking
to shiing and
distribution to the
retail trade
Cororate finance
is resonsible or
nancial anage-
ent and controlling
as well as ollow uon business lanning
and strategic initia-
tives
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Idea andproduction
Concet and roduct develoent takes lace riaril
at the coans Billund headquarters but the G
Grou also has listening osts in munich, os ngeles
and Toko in order to onitor the latest trends Thecreative core is ade u o 120 designers reresenting
about 15 dierent nationalities most o the designers have
trained at design or art schools in various arts o the
world The G Grou, however, does not orall stiu-
late that its designers ust have such a training; selection
is based on hands-on work and ace-to-ace interviews
G bricks are anuactured at the Grous own ac-
tories in Denark, Hungar, Czech eublic and mexico
The locations have been selected in order to be close to
the Grous ost iortant arkets in uroe and
the US n addition, eleents and nished rod-ucts are rocured ro external suliers
rox 23 billion G eleents are ade
ever ear in Billund equivalent to arox
24 illion eleents an hour or 40,000 a
inute
n 2010 the G Grou exects to achieve a
global roduction o ore than 31 billion eleents
equivalent to 60,000 eleents a inute or 1,000
eleents ever second
There are about 3,900 dierent eleents in
the G range lus 58 dierentG colours ach eleent a
be sold in a wide variet o dierent
colours and decorations, bringing the
total nuber o active cobinations
to ore than 7,500
During the oulding rocess, the lastic is heated to
232 C until its consistenc is about that o dough t is
then injected into the oulds at a ressure o 25-150 tons,
deending on which eleent is being roduced t takesseven seconds to cool and eject new eleents The
oulds used in roduction are accurate to within 10
(= 001 ), and the accurac o the oulding rocess
eans that onl 18 eleents in ever illion roduced ail
to eet the coans high qualit standard
ll G eleents are ull coatible, irresective
when the were ade during the eriod ro 1958 to the
resent or b which actor
How LEGO bricksare made
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t the start o the new illenniu the
G brick was acclaied To o the
Centur rst b fortune magazine
and later b the British ssociation
o To etailers Carenter le Kirk
Kristiansen began aking wooden tos
in 1932 Since then the coan hasassed ro ather to son Toda the
ounders grandson, Kjeld Kirk Kris-
tiansen with his children owns the
G Grou, which in ters o sales is
the worlds ourth-largest to anuac-
turer:
1 mattel
2 Bandai-aco
3 Hasbro
4.TheLEGOGroup
5 Tmy-Takara
The G Grou has itsel grown
through the various ages o la b
assing on know-how and vision to
the next generation at the sae tie
incororating new technolog in its
roducts along the wa The coans
histor shows that the scoe o roductdeveloent has been iense but
that the roduct reains rl ounded
on the classic G brick
n 2008 the G brick celebrated its
50th anniversar n Januar 28, 1958 at
13:58 Godtred Kirk Christiansen alied
or a atent or a G building sste
This turned out to be a wise decision
The atent alication was the start o
a air tale - about a unique roduct
that now sells in ore than 130 coun-tries
Toy o the Century
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1950s
1960s
LEGOSystemofPlay
The classic G interlocking rincile was develoed ore
than 50 ears ago The an ossible was o cobining G
coonents encouraged children to use their iagination and
exlore their own creative universe n 1950 Godtred Kirk Chris-
tiansen took over at the hel o the G Grou when his ather,
le Kirk Kristiansen, steed down five ears later the G
Grou introduced the revolutionar G Sste o pla with
the rst pla and earn concet, ehasising the iortance o
learning through la Shortl aterwards the coan assed et
another ilestone n 1958 it launched the G brick with its new
interlocking sste
Inventingthewheel
To Godtred Kirk Christiansen this was just the start o the G
Sste n 1962 he reinvented the wheel and began exerientingwith otors and in 1966 introduced the rst G train with its
own rails and a 45v otor man ore innovative ideas ollowed
The G Technic series, introduced in 1977, included arts such
as gears, beas and gearboxes The roduct range invited older
children to build vehicles and other achines which were just as
colex as their real-lie counterarts
Bigbricksforlittlengers
nother revolutionar develoent haened in the late 1960s: n-
stead o being aied broadl at the target grou children, G
roducts were tailored to age grous and stages o develoentGodtred Kirk Christiansen recognised that ounger children
could get uch ore un ro the G sste than had revi-
ousl been ossible but that the needed dierent tools G
DUp was launched with the ai o extending G un to the
oungest G DUp bricks are twice as long, high and wide
as ordinar G bricks and thereore easier or the oungest
hands to aniulate
LEGOLANDonthemap
n 1968 the G Grou set u the GD ark in BillundThe ark was to rove the ost aous and vibrant sbol o
creativit and iagination viewed ro the childs ersective
GD oers adventures or children and un and enjoent
or the whole ail
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LEGOgureisborn
n 1974 the rst G gures arrived in theG universe The gures reresented
a whole new G concet, with role la and
ersonalit becoing art o G la
Systemwithinasystem
n 1978 Godtreds son, Kjeld Kirk Kristiansen,
introduced a business odel which created a
sste within the sste and gave the G
Grou an objective in its roduct develo-
ent: to an increasing degree, the dierentroduct ranges were to take account o the
childs needs and abilities at each stage in its
lie continuousl aiing or otiu stiula-
tion o the childs creativit and iagination
ear later in 1979 Kjeld Kirk Kristiansen was
naed resident and C o the G Grou
coan and its traditions were laced in the
hands o the third generation
Expandingtheuniverse
Kjeld Kirk Kristiansen added a new diensionto the G sste o la G gures were
alread established as oular characters, and
the ocus thereore switched to stories, thees
and role la n the continued rincile o
unliited la, children were introduced to
brand-new G worlds on which the could
build and exand their iagination n 1979
the G Grou reached beond the skies
when it launched the G Sace series eil
rstrong a have been the rst an on the
moon but no doubt it was a G gure that
rst visited an alien galax
Partnershipwithscience
n 1984, beore digital develo-
ent reall took o, the G
Grou entered a artnershi
with media aborator at themassachusetts nstitute o
Technolog, US esearch in
technolog and learning ro-
cesses enabled the G
Grou to searhead develo-
ent B blending hsical and
virtual worlds into an integrated
la universe, the coan
cae u with new roducts
G Technic Couter Control
was launched in 1986 as one o
the artnershis rst tangibleresults G roducts or the
educational sector beneted
substantiall ro this invention,
which later aved the wa or the
rst couter-controlled G
robots
1980s
19
70s
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1990s
Manyproductsinthe1990s
n the 1990s the G Grou launched a
stead ow o new roducts
n 22 march 1996, the website Gco
was launched, and in 1997 the G Grou
introduced its rst couter gae
During the 1990s the coan oened two
new GD arks outside Denark:one in Windsor, Britain, in 1996, the other in
Caliornia, US, in 1999 The ourth ark a-
eared on the a at Gnzburg, Geran,
in 2002
Robottechnologyforchildren
The 1990s were also the decade in which
intelligence and behaviour becae integral
eatures o the G roduct range n 1998
the artnershi with massachusetts nstituteo Technolog roduced aazing results B
integrating robot technolog with the G
construction sste, G mDSTmS
enabled children to create and rograe
intelligent G odels FIRSTG eague
is a result o this work: a worldwide technol-
og tournaent in which schoolchildren
coete with each other Tournaents are
held in collaboration with the US non-rot
organisation FIRST (for nsiration and
ecognition o Science and Technolog)
Children design their own robots, and at the
sae tie the are required to articiate ina series o scientic and atheatical/tech-
nical rojects
2000
Storytelling
n 1998 the G Grou announced anexclusive licensing agreeent with u-
casl td t gave the Grou the right to
develo, anuacture and arket a new
series o G sets based on thees
ro the original Star Wars trilog and the
three new Star Wars ovies
The BC universe ade its a-
earance in 2001 t was the rst tie the
G Grou had develoed a colete
stor ro scratch as the basis or a new
roduct range Through a cobination ohsical roducts and a detailed online
universe, children are invited to tell how
the see the stor and the action develo-
ing With the BC range the G
Grou brought a brand-new categor to
the to arket: Constraction, which is a
cobination o construction tos and
action gures
Newconcepts
n 2009, a coletel new roduct linewas launched: G Gaes The line
consists o a series o board gaes that
can be laed b the whole ail
n 2010 the G Grou will launch an
mmG (massivel multilaer nline
Gae) called G Universe
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LEGO productsor all children
The range ebraces roducts or all children The entire
roduct ortolio is graduated in its challenge to reect
the act that children grow older and develo G
roducts can be groued into a nuber o categories:
Pre-schoolproductspre-school roducts are the categor or children who
havent et started school The roducts are seciall
develoed to cater or the caabilities o the oungest
children encouraging the through creative la to use
their hands and develo their otor skills Toda G
DUp corises both loose bricks encouraging the
child to build entirel what coes into its ind and la
thees or exale, airort, train and castle The series
is graded in dicult or children aged 2-6 ears Saet
and qualit are ke eatures o the pre-school range Theeleents are large enough or children under three ears
to la with without swallowing the and thanks to the
wa the have been oulded no bits can becoe loose
Bricks&MoreBricks & more is the nae given to sets or buckets
with traditional G bricks and secial arts such as
windows, wheels and roo tiles o building instructions
needed here just a bit o iagination With Bricks &
more ou can build what ou want un out o ideas?
There are booklets enclosed with illustrations to eed
the active ind Bricks & more is available in DUp and
standard G bricks
Playthemespla thees are all those roducts that are built u
around a stor for exale, there are thees such as re
station, olice, airort, knights castle, racers and an
ore s well as enjoing building, the child can send
an hours laing with the nished odels
Licensedproductsicensed roducts are la thees based, or exa-
le, on ovies or books or which the G Grou has
acquired the rights G designers recreate the universeand characters in G bricks so that la can continue
on the oor at hoe xales o series roduced b the
G Grou under licence are the G Star Wars
and G brand To Stor roduct lines
LEGOMINDSTORMSNXTWith G mDSTmS XT ou can design our
own robot B eans o the sotware included in the set,
robots can be rograed to eror loads o dier-
ent oerations The robot can be tted, or exale, with
sensors which can control otors and react to light,
sound, touch, etc
LEGOEducationG ducation rod-
ucts have been devel-
oed seciall or the
educational sector andcontain aterial or both
teachers and uils puils
get the oortunit to do their
own research, or exale, into
how cause and eect are related
When ou learn b doing, ou ree-
ber it better than i soeone sil tells
ou This is the hilosoh behind G
ducations teaching concets
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The minifgure
The rst G inigure aeared on the arket ore
than 30 ears ago Since then the little ellow gure has
gone ro strength to strength ver the ears arox
4 billion inigures have been roduced aking itthe worlds biggest oulation grou! The inigure has
aeared in an guises, including knight, astronaut,
olicean, racing driver, Star Wars warrior, Harr potter,
Santa Claus, Steven Sielberg, crane oerator, ootballer,
exlorer, nurse, basketball laer, Sider-man, scuba diver,
skier, reghter, skeleton, irate, skater, erican ndian
and queen
When the inigure rst aeared, it was decided that its
ace should have onl one colour: ellow nd that its acial
eatures should be ha and neutral The gure would
have no sex, race or role these would be deterined b
the childs iagination and la t was not until the launcho G pirates in the 1980s that the need seeed to
arise or having a gure who could be evil or good, ha
or gru
With licensed roducts such as G Star Wars and
G Harr potter the gure began aearing in se-
cic roles, and with G Basketball it took on authentic
skin colours n 2004 the G inigure assued an
even wider range o skin colours when it was decided
that the gures in licensed roducts should reseble the
original characters as closel as ossible ne result was
that the gures in G Harr potter changed ro el-
low to a ore authentic skin colour
Over the years approx. 4 billion minifgures have been
produced making it the worlds biggest population
group!
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Minor and major stepsin the history o the minifgure
1978: The rst inigures are
launched or the thees Town,
Sace and Castle There are seven
dierent gures to start with
1978: Two onths ater the aear-
ance o the rst inigures the rst
eale inigure arrives on the
scene: a hosital nurse
1989:minigures change their acial
exressions ow the can be either
good or bad and can even have
a atch over one ee! Soe o the
gures are equied with a wooden
leg and hook
1997:The inigure coes to lie
n the couter gae panic on
G sland the inigure akes
its rst-ever aearance as an ani-ated character The launch o this
new gae is receded b extensive
exerient in develoing the gures
oveents and language
1998:With the new Star Wars
characters the inigure akes its
rst aearance in a secic role
This ersonication o the inigure
is later extended to G Harr pot-
ter, G Studios, G Basketball
and other series
2000: n G football the ini-
gure is ounted on a sring be-
coing a unctional eleent There
is urther develoent with G
Basketball when the sring is used
to activate the gures hi oveent
2003: for the rst tie in the his-
tor o the inigure its ellow acial
colouring is relaced b a ore
authentic skin colour n G Bas-ketball there are both dark and light
laers, with hair-stling rinted on
the characters head
2004: G licensed roducts no
longer have ellow aces Harr
potter, or exale, assues a ore
natural skin tone
2010:minigures are launched as
collectors ites ach inigure
coes in a sealed ster bag, soou never know which inigure ou
ight get nd ou could exchange
inigures with other collectors to
obtain a ull collection
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GD arks are ail arks in which children
enter an exciting world o adventure built o G bricks
The G Grou sold its GD arks in suer
2005 The urchaser was merlin ntertainents newcoan was set u under the deal merlin ntertain-
ents Grou Toda the coan owns a nuber o
ail attractions all over the world, including GD
arks, madae Tussauds, S f, ondon e,
Gardaland (tal) and Heide park (Geran)
KKB /S (owning 75% o the G Grou) owns arox
36% o merlin ntertainents Grou
LEGOLANDBillundGD Billund oened in 1968 and quickl becae
Denarks ost oular tourist attraction outside the
caital, Coenhagen GD Billund has seventhee areas and ore than 58,000,000 G bricks
have been used to create the unique environent with
knights, irates, cowbos and other iressive G
odels
LEGOLANDWindsor second ark was oened in 1996 in Windsor in the
south o ngland earl 55 illion G bricks were
used in the building o the ark GD Windsor is lo-cated arox 35 k west o ondon, with Windsor Castle
as its nearest neighbour The ollowing ear the ark was
hailed as the ost oular new attraction in Britain
LEGOLANDCaliforniaThe third GD ark oened in 1999 in Carlsbad,
US, 30 iles north o San Diego and an hours drive
south o nahei, Caliornia ike the other GD
parks, GD Caliornia cobines interactive attrac-
tions, ail activities, shows, restaurants, shos and G
odels more than 35 illion G bricks were used in
the construction o the arks 15,000 G odels Theark is oen all ear round
LEGOLANDDeutschlandThe ourth GD ark oened in 2002 in Gnzburg
in southern Geran total o 50 illion G bricks
were used to build lie-size giraes and hiootai
and to create interactive gaes and learning ttractions
and shows also hel to give the visitor a un and exciting
exerience
NewLEGOLANDparkstobeestablishedThe owner o the GD arks merlin ntertain-
ents Grou has announced the oening o 2 newGD arks GD florida is exected to
oen in Winterhaven, florida towards the end o 2011
furtherore, it is lanned to oen a GD ark in
skandar, malasia in 2012
LEGOLAND parks
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LEGO Community
It is important to the LEGO Group to have close
contact with its ans and consumers throughout the
world. And to this end, the Group engages in manyinitiatives to strengthen ties between LEGO enthusi-
asts and the Group.
LEGO.comGco is the ocial website o the G Grou The
ai o Gco is to create a virtual G universe
in which users can enjo one o the ost intense G
exeriences Gco is ore than just an online sho
t is a lace where children, arents and G ans o allages can la and learn about G Grou values and
ideas through gaes, stories, activities and exeriences
more and ore eole are clicking their wa to G
co, and the website now tos the list o ail and chil-
drens sites on the nternet
LEGOClubThe G Club is or children in the 6-12 age grou and
has a ebershi o 32 illion Through the G Club,
ebers can show each other ictures o their avourite
building work and draw insiration or uture la ver
2-3 onths ebers receive a ebers-onl agazine,
ublished in nglish, Geran, french and Dutch Thealso have access to a secial G Club website
n 2004 a new club oer was launched in the US: G
Brickmaster, aied at children aged seven ears and u-
wards The new oer is an otion or the ost enthusiastic
ebers, who can access an even broader range o
G activities ong other things, the receive secial
inoration and behind-the-scenes G stories lus the
oortunit to take art in secial coetitions
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18 Cmpy pf 2010
LEGODesignbyMEThe G Grou also gives children and adults the o-
ortunit to build their own vir tual odels on the co-
uter and then have the bricks to the hsical Godel sent b ost t the website wwwDesignbmco
children and other building enthusiasts can build virtual
G odels using the roessional sotware alication,
G Digital Designer Consuers can design and build
recisel the odel the think is lacking ro the ocial
G range ach builder then decides whether he or
she wants to bu the odel or sil exhibit it in the dig-
ital galler or other visitors to adire
The ai o the website is to introduce a whole new
diension to the un o building children are looking or
advice or ideas, the can see insirational aterial at thesite osted b G designers and adult G ans
LEGOInsideTourTwice a ear it is ossible to join a ver exclusive visit to
the G Grou and be shown round the coan n-
thusiasts ro all over the world take art in these nside
Tours During the tour, visitors have close-quarter encoun-
ters with roduct develoers, designers and odel-
akers, who introduce the ans to a theed building
coetition with G bricks These secial visitors also
learn about the coans histor, culture and values
and get to see behind the scenes at GD Billund
t is a secial oortunit to see arts o the coanwhich are otherwise closed to the ublic
AdultLEGOfans growing nuber o adult G enthusiasts have been
setting u grous (G User Grous - UGs) in which
to share their G hobb The call theselves fs
(dult fans o G) ver a eriod o ears, the G
Grou has activel develoed relations with ore than 50
f grous with a total o 55,000 registered ebers
The grous have their own websites, blogs and discus-
sion oras The ost oular G an blogs have ore
than 150,000 unique visitors each onth G ans arealso ver active at youTube where ore than 550,000
G tagged videos are to be ound t flickr close to
730,000 G tagged iages are to be ound n 2009
ore than 135 ublic events were organised b G
ans, and ore than 16 illion eole (ticall ai-lies with children) visited these events During 2009, the
G Grou and G User Grous collaborated on 80
rojects ro events to develoent rojects
Programmesn 2005 the G Grou announced its G bas-
sador rograe or fs worldwide The urose
o this rograe is to exand utuall useul relations
between the G Grou and its loal, talented and co-
itted consuers ach G bassador progra c-
cle is one ear G bassadors are selected aong
ersons noinated b G User Grous globall Thecurrent G bassador progra ccle has 44 e-
bers ro 27 dierent countries all over the world
Soe G ans have turned their assion or building
and creating with G bricks into a ull-tie or art-tie
roession: G Certied proessionals who have been
ociall recognized b the G Grou as trusted busi-
ness artners Toda there are 11 G Certied proes-
sionals
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Learningthrough play
esearch into the elds o la and learning has alwas
been an iortant G Grou activit cobined with
creativit, it is reerred to as laul learning To advance
this research, the Grou works closel with several re-search institutes throughout the world The develoent
o G mDSTmS XT, which was launched in
autun 2006, is an excellent exale o how collabora-
tion with the massachusetts nstitute o Technolog has
resulted in a new, innovative roduct
LEGOEducationn G ducation laul learning is the ocus o its
roducts But although the roducts o G ducation
are based on the G brick, the roduct range should
not be istaken or tos or schools The are in act a
wide range o otions or teachers and uils, rovidinga solid grounding in the learning o science concets
through ractical exercises n this wa, the roducts are
ainl used in subjects in which uils learn, or exale,
about technical rinciles, the environent or T tech-
nolog ll the concets behind the roducts o G
ducation have been develoed in close collaboration
with educationists and teachers, and G ducation is
involved in an rojects throughout the world oten in
conjunction with local education authorities
FIRSTLEGOLeagueFIRSTG eague is a robotic tournaent or children
and oungsters aged 9-16 ears The robotic tourna-
ent has been established in collaboration between
the erican non-rot organization FIRST (for nsira-
tion and ecognition o Science and Technolog) and
the G Grou to insire children and oungsters and
encourage their interest in science and atheatical/
technical subjects Teas are ade u o 5-10 laers
coeting against other teas on various subjects
The teas build their own robots on the basis o G
mDSTmS roducts n addition, the teas reare atheoretical solution to the ears challenge n the 2010/2011
season, ore than 165,000 children in 56 countries will be
involved in FIRSTG eague The tournaents in each
individual countr are organized b a nuber o non-rot
organizations
Cmpy pf 2010 19
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Fun LEGO acts
The eight robots and 15 autoatic cranes that work in
the G warehouse in Billund can shit 660 crates o
bricks in and out ever hour
The worlds children send 5billion hours a ear laing
with G bricks
With a roduction o over 300million tres a ear, the
G Grou is the worlds largest tre anuacturer
n the anuacture o G bricks the achine toler-
ance is as sall as 10my(0.01mm).
The G Club has 3.2million ebers worldwide
ver the ears, arox 485billion G eleents havebeen anuactured
more than 400million children and adults will la with
G bricks this ear
G roducts are on sale in ore than 130 countries
ou built a colun o about 40,000,000,000 G
bricks, it would reach the oon
more than seven G sets are sold each second
rox 23billion G eleents are ade ever ear
at the actor in Billund equivalent to arox 2.4mil-
lion eleents an hour or 40,000 a inute
n 2010 the G Grou exects to achieve a global
production o ore than 31billion eleents equiva-lent to 60,000elements a inute or 1,000 eleents
ever second
all G sets sold in a ear were stacked on to o
each other, the would ll a ootball eld to a height o
150m.
aid end to end, the nuber o G bricks sold in a
ear would reach ore than tentimes round the world
n average, ever erson on earth owns 70 G
bricks
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Cmpy pf 2010 21
915 million waysto combine
six LEGO bricks
When eole used to visit the G Grou, one o the
things the were told was that there are 102,981,500 os-
sible was to cobine six eight-stud G bricks o
the sae colour But one da the Grou was contacted
b a roessor o atheatics who had calculated that
this gure was too low With the aid o couter ro-
graing he had calculated that the exact gure was
915,103,765 The discreanc is exlained b the act that
in the original ethod o calculation, the onl ossibilitiescounted were the ones that eventuall roduce a colun
six bricks high But, o course, it is also ossible to build
the six bricks or exale in a chunk three bricks high
The dicult in the earl 1970s when the original calcula-
tion was ade was that a couter was not available to
eror that calculation
So the correct gure is 915 illion ossible cobinations
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Using theLEGO brandname
please hel us to rotect our brand nae:
The G brand nae should alwas be written in
caital letters
G ust never be used as a generic ter or in thelural or as a ossessive ronoun, eg Gs
When the G brand nae is used as art o a noun,
it ust never aear on its own t should alwas be
accoanied b a noun for exale, G set, G
roducts, G Grou, G la aterials, G
bricks, G universe, etc
The rst tie the G brand nae aears it ust be
accoanied b the egistered sbol
Thank ou or heling us!
Company Prole 2010 is produced for the LEGO Group by Corporate Communications.2010 The LEGO Group
LEGO, the LEGO logo, DUPLO, BIONICLE, MINDSTORMS, LEGOLAND, the Minigure,the Brick and Knob congurations are trademarks of the LEGO Group.
2010 Lucaslm Ltd. & TM. All rights reserved. Used under authorization.2010 Disney / Pixar
& 2010 Warner Bros. Entertainment Inc. & 2010 Marvel Characters, Inc.