The Lego Group: Difference between revisions
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'''LEGO A/S''',{{efn|Also stylised in capitals as '''LEGO A/S'''.<ref name="thelegobrand">{{cite web|title=Lego.com About Us – The LEGO Brand|url=http://aboutus.lego.com/en-us/lego-group/the_lego_brand/|publisher=The Lego Group|accessdate=14 February 2013}}</ref>}} [[doing business as]] '''The LEGO Group''',{{efn|Also stylised in capitals as '''The LEGO Group'''.<ref name="thelegobrand" />}} is a Danish family-owned company based in [[Billund, Denmark]].<ref>{{cite web|title=About Us|url=http://aboutus.lego.com/en-US/lego-group/|publisher=The Lego Group|accessdate=9 January 2013}}</ref> It is best known for the manufacture of [[Lego|L]]EGO-brand toys, consisting mostly of interlocking plastic bricks. The EGO Group has also built several [[amusement park]]s around the world, each known as "[[Legoland|LEGOLAND]]", and operates several retail stores. |
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The company was founded on 10 August 1932 by [[Ole Kirk Christiansen]].<ref>{{cite web | url = http://www.prnewswire.com/news-releases/lego-group-celebrates-75-year-anniversary-58018297.html | title = LEGO Group Celebrates 75-Year Anniversary | date = 10 August 2007 | website = [[PR Newswire]] | publisher = [[PR Newswire Association]] | accessdate = 19 March 2016}}</ref> The word "lego" is derived from the [[Danish language|Danish]] words "leg godt", meaning "play well". The word "lego" also means "I put together" in [[Latin]], and "I connect" or "I tie" in [[Italian language|Italian]]. In the first half of 2015, The |
The company was founded on 10 August 1932 by [[Ole Kirk Christiansen]].<ref>{{cite web | url = http://www.prnewswire.com/news-releases/lego-group-celebrates-75-year-anniversary-58018297.html | title = LEGO Group Celebrates 75-Year Anniversary | date = 10 August 2007 | website = [[PR Newswire]] | publisher = [[PR Newswire Association]] | accessdate = 19 March 2016}}</ref> The word "lego" is derived from the [[Danish language|Danish]] words "leg godt", meaning "play well". The word "lego" also means "I put together" in [[Latin]], and "I connect" or "I tie" in [[Italian language|Italian]]. In the first half of 2015, The LEGO Group became the world's largest toy company by [[revenue]], with sales amounting to US$2.1 billion, surpassing [[Mattel]], which had US$1.9 billion in sales.<ref>http://fortune.com/2015/01/26/heres-why-mattel-ousted-its-ceo-bryan-stockton/</ref><ref>http://epn.dk/brancher/mode/leg/ECE6996783/lego-er-nu-verdens-stoerste/</ref> |
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== History == |
== History == |
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{{Main article|History of |
{{Main article|History of LEGO}} |
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The history of [[Lego]] spans nearly 100 years, beginning with the creation of small wooden playthings, such as wooden ducks during the early 20th century. Manufacturing of plastic |
The history of [[Lego|LEGO]] spans nearly 100 years, beginning with the creation of small wooden playthings, such as wooden ducks during the early 20th century. Manufacturing of plastic LEGO bricks began in [[Denmark]] in 1947, but since has grown to include factories throughout the world. Today, the company is an iconic brand. |
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== Trademark and patents == |
== Trademark and patents == |
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{{Further|Interlego AG v Tyco Industries Inc}} |
{{Further|Interlego AG v Tyco Industries Inc}} |
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Since the expiration of the last standing |
Since the expiration of the last standing LEGO patent in 1989, a number of companies have produced interlocking bricks that are similar to LEGO bricks. The toy company [[Tyco Toys]] produced such bricks for a time; other competitors include [[Mega Bloks]] and [[Best-Lock]]. These competitor products are typically compatible with LEGO bricks, and are marketed at a lower cost than LEGO sets. |
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One such competitor is Coko, manufactured by Chinese company Tianjin Coko Toy Co., Ltd. In 2002, |
One such competitor is Coko, manufactured by Chinese company Tianjin Coko Toy Co., Ltd. In 2002, LEGO Group's Swiss subsidiary Interlego AG sued the company for [[copyright infringement]]. A trial court found many Coko bricks to be infringing; Coko was ordered to cease manufacture of the infringing bricks, publish a formal apology in the ''Beijing Daily'', and pay a small fee in damages to Interlego. On appeal, the Beijing High People's Court upheld the trial court's ruling.<ref>{{cite web|title=Dual Protection for Industrial Designs Confirmed by Court|url=http://www.ccpit-patent.com.cn/News/2003041001.htm|publisher=CCPIT Patent and Trademark Law Office|accessdate=9 January 2013}}</ref> |
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In 2003, The |
In 2003, The LEGO Group won a lawsuit in [[Norway]] against the marketing group Biltema for its sale of Coko products, on the grounds that the company used product confusion for marketing purposes.<ref>{{Wayback|df=yes|url=http://www.lego.com/eng/info/default.asp?page=pressdetail&contentid=2484&countrycode=2057&yearcode=2003&archive=true&bhcp=1|title=LEGO Group Press Releases|date=20090327171206}}</ref> |
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Also in 2003, a large shipment of |
Also in 2003, a large shipment of LEGO-like products marketed under the name "Enlighten" was seized by [[Finland]] customs authorities. The packaging of the Enlighten products was similar to official LEGO packaging. Their Chinese manufacturer failed to appear in court, and thus LEGO won a default action ordering the destruction of the shipment. LEGO Group footed the bill for the disposal of the 54,000 sets, citing a desire to avoid brand confusion and protect consumers from potentially inferior products.<ref>{{Wayback|df=yes|url=http://www.lego.com/eng/info/default.asp?page=pressdetail&contentid=13026&countrycode=2057&yearcode=&archive=false|title=More than 54,000 copies of Lego products were destroyed|date=20090327172610}}</ref> |
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In 2004, [[Best-Lock Construction Toys]] defeated a patent challenge from |
In 2004, [[Best-Lock Construction Toys]] defeated a patent challenge from LEGO in the Oberlandesgericht, Hamburg. |
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The |
The LEGO Group has attempted to trademark the "LEGO Indicia", the studded appearance of the LEGO brick, hoping to stop production of [[Mega Bloks]]. On 24 May 2002, the [[Federal Court of Canada]] dismissed the case, asserting the design is functional and therefore ineligible for trademark protection.<ref>{{cite web|title=Jurisprudence in intellectual property law|url=http://www.marquedor.com/telemarque/archives/02-06-01b_en.htm|publisher=The TeleMark|accessdate=9 January 2013}}</ref> The LEGO Group's appeal was dismissed by the Federal Court of Appeal on 14 July 2003.<ref>{{cite web|title=Kirkbi AG et al. v. Ritvik Holdings Inc.|url=http://www.marquedor.com/telemarque/archives/vol10no8c_an_detail.html|publisher=Telemark|accessdate=9 January 2013}}</ref> In October 2005, the Supreme Court ruled unanimously that "Trademark law should not be used to perpetuate monopoly rights enjoyed under now-expired patents." and held that Mega Bloks can continue to manufacture their bricks. |
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Because of fierce competition from copycat products, the company has always responded by being proactive in their patenting and has over 600 United States granted design patents to their name.<ref>{{cite web|url=http://www.ipexl.com/share/3cb1daa53512d39f12c36f0e0fea4bba |title=Interlego's list of design patents|publisher=Ipexl.com|accessdate=9 October 2012}}</ref> |
Because of fierce competition from copycat products, the company has always responded by being proactive in their patenting and has over 600 United States granted design patents to their name.<ref>{{cite web|url=http://www.ipexl.com/share/3cb1daa53512d39f12c36f0e0fea4bba |title=Interlego's list of design patents|publisher=Ipexl.com|accessdate=9 October 2012}}</ref> |
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== Environmental issues == |
== Environmental issues == |
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LEGO acknowledges the impact of its operations on the environment, in particular in areas such as climate change, resource and energy use and waste. All manufacturing sites are certified according to the environmental standard ISO 14001. The first Borkum Riffgrund 1 wind turbines off the coast of Germany began producing electricity in February 2015, which will help The LEGO Group reach its goal of being based 100% on renewable energy by 2020.<ref>Lego website [http://aboutus.lego.com/en-gb/sustainability/environment], Accessed 3 July 2014</ref> The company claims to recycle 90% of its waste and that it had made its operations nearly one-third more energy efficient over the five-year period ending 31 December 2013.<ref>[http://cache.lego.com/r/aboutus/-/media/about%20us/media%20assets%20library/progress%20report/lego_group_responsibility_report_2013.pdf?l.r=1714306090 "LEGO Group Responsibility Report 2013"], pg 12. The Lego Group. Accessed 3 July 2014</ref><ref>Vaughan, Adam (July 2014). [http://www.theguardian.com/environment/2014/jul/01/greenpeace-lego-shell-partnership-toys-oil-arctic "Greenpeace urges LEGO to end Shell partnership"], ''The Guardian'', 1 July 2014. Accessed 3 July 2014</ref> It is seeking alternatives to crude oil as the raw material for its bricks.<ref>Venables, Michael (April 2013). [http://www.forbes.com/sites/michaelvenables/2013/04/20/how-lego-makes-the-safe-quality-diverse-and-irresistible-toys-we-all-want-part-two/2/ "How LEGO Makes Safe, Quality, Diverse and Irresistible Toys Everyone Wants: Part Two"], ''Forbes'', 20 April 2014. Accessed 3 July 2013</ref> This results in the establishment in June 2015 the LEGO Sustainable Materials Centre, which is expected to recruit more than 100 employees, as a significant step towards the 2030 ambition of finding and implementing sustainable alternatives to current materials.<ref>http://www.lego.com/en-us/aboutus/news-room/2015/june/sustainable-materials-centre</ref> |
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In 2011, |
In 2011, LEGO bowed to pressure from the environmental campaigning organisation [[Greenpeace]], reportedly agreeing to drop supplier [[Asia Pulp and Paper]], and pledging to only use packaging material certified by the [[Forest Stewardship Council]] in future.<ref>[http://www.environmentalleader.com/2011/07/15/lego-drops-app-packaging-after-greenpeace-campaign/ "LEGO Drops APP Packaging After Greenpeace Campaign"], ''Environmental Leader'', 15 July 2011. Accessed 3 July 2014</ref> The environmental group had accused LEGO , [[Hasbro]], [[Mattel]] and [[Disney]] of using packaging material sourced from trees [[Deforestation in Indonesia|cleared out of the Indonesian rainforest]].<ref>Stine, Rachel (Sept 2011) [http://www.ethicalcorp.com/supply-chains/analysis-toy-manufacturing-lego-builds-sustainable-supply-chain " Analysis: toy manufacturing - LEGO builds a sustainable supply chain"], ''Ethical Corporation'', 1 September 2011. Accessed 3 July 2014</ref> |
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LEGO partnered with the oil company [[Royal Dutch Shell]] in the 1960s, using the company's logo in some of its construction sets. This partnership continued until the 1990s, and was renewed again in 2011.<ref name=shell>{{cite news|last1=Katie|first1=Collins|title=Greenpeace is right, Shell-branded LEGO is ill-judged|url=http://www.wired.co.uk/news/archive/2014-07/08/shell-lego-greenpeace|accessdate=8 July 2014|work=wired.co.uk|publisher=Conde Nast|date=8 July 2014|ref=wired}}</ref> In July 2014, Greenpeace launched a global campaign to persuade LEGO to cease producing toys carrying the oil company [[Shell Oil Company|Shell’s]] logo in response to Shell’s plans to drill for oil in the Arctic.<ref>Tilley, Jonathan (July 2014) [http://www.prweek.com/article/1301435/greenpeace-puts-pressure-legos-shell-branded-toys "Greenpeace puts pressure on Lego's Shell-branded toys"], ''PR Week'', 1 July 2014. Accessed 3 July 2014</ref> Shell’s PR company valued the most recent two-year deal with LEGO at $116 million, and reported that Shell achieved a 7.5% worldwide sales uplift during the promotion video from Iris International.<ref>{{YouTube|id=cKtNMNw6XxM|title="CENSORED: The details behind Shell's deal with LEGO"}}</ref> LEGO announced that when the latest contract between the two companies comes to an end it will not be renewing it.<ref>http://www.wired.co.uk/news/archive/2014-10/09/lego-ends-shell-partnership</ref> |
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As of August 2014, more than 750,000 people worldwide had signed a Greenpeace petition asking |
As of August 2014, more than 750,000 people worldwide had signed a Greenpeace petition asking LEGO to end its partnership with Shell.<ref>{{cite web|url=http://www.legoblockshell.org/ |title=Shell & LEGO - Stop Playing With The Arctic |publisher=Greenpeace |date= |accessdate=1 August 2014}}</ref> LEGO responded saying they "expect that Shell lives up to their responsibilities wherever they operate" and that they "intend to live up to the long term contract with Shell, which we entered into in 2011."<ref>{{cite web|url=http://aboutus.lego.com/en-gb/news-room/2014/july/lego-group-comment-on-greenpeace-campaign |title=Comment on Greenpeace campaign using the LEGO® brand |publisher=LEGO |date= |accessdate=1 July 2014}}</ref> Meanwhile, Greenpeace produced a video campaigning against the Shell partnership; it received extensive press coverage <ref>{{cite web|url=http://time.com/2976549/this-is-why-people-are-so-upset-at-lego/ |title=This Is Why People Are So Upset at LEGO |publisher=TIME |date= |accessdate=11 July 2014}}</ref><ref>{{cite web|url=http://www.theguardian.com/environment/blog/2014/jul/09/lego-told-everything-is-not-awesome-in-viral-greenpeace-video?CMP=twt_gu |title=LEGO told 'everything is not awesome' in viral Greenpeace video |publisher=The Guardian |date= |accessdate=9 July 2014}}</ref> and was viewed more than six million times on YouTube.<ref>{{YouTube|qhbliUq0_r4|title=LEGO: Everything is NOT awesome.}}</ref> In October 2014, LEGO announced that it would not be renewing its promotional contract with Royal Dutch Shell but did not say when the existing deal with Shell expires. Greenpeace claimed the decision was in response to its campaigning.<ref>BBC News (October 2014). [http://www.bbc.co.uk/news/business-29563991 "LEGO 'won't renew' contract with Shell after Greenpeace campaign"], BBC News, 10 October 2014. Retrieved 11 October 2014.</ref> |
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== Gender equality == |
== Gender equality == |
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In January 2014, a handwritten letter to |
In January 2014, a handwritten letter to LEGO from a seven-year-old American girl, Charlotte Benjamin, received widespread attention in the media. In it the young author complained that there were "more LEGO boy people and barely any LEGO girls" and observed that "all the girls did was sit at home, go to the beach, and shop, and they had no jobs, but the boys went on adventures, worked, saved people … even swam with sharks".<ref>Gander, Kashmira (2014). [http://www.independent.co.uk/life-style/health-and-families/lego-told-off-by-7yearold-girl-for-promoting-gender-stereotypes-9104571.html "LEGO told off by 7-year-old girl for promoting gender stereotypes"], ''The Independent'', 3 February 2014. Retrieved 10 July 2014</ref><ref name="time.com">Alter, Charlotte (2014). [http://time.com/2822921/soon-there-will-be-female-scientist-legos/ "Soon There Will Be Female Scientist LEGOs"], ''Time'', 4 June 2014. Retrieved 10 July 2014</ref> |
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In June 2014, it was announced that |
In June 2014, it was announced that LEGO would be launching a new "Research Institute" collection featuring female scientists including a women chemist, palaeontologist, and astronomer.<ref name="time.com"/><ref>Shron, Alina (2014). [http://cphpost.dk/news/lego-listens-to-the-girls.9829.html "Lego listens to the girls"], ''The Copenhagen Post'', 10 June 2014. Retrieved 10 July 2014</ref> The science-themed project was selected as the latest LEGO [[Lego Ideas|Ideas]] winner, and was submitted by Ellen Kooijman, a geochemist in Stockholm.<ref>Gambino, Lauren (2014). [http://www.theguardian.com/lifeandstyle/2014/jun/04/lego-launch-female-scientists-series "LEGO to launch female scientists series after online campaign"], ''The Guardian'', 4 June 2014. Retrieved 10 July 2014</ref> LEGO denied claims that the set was introduced to placate criticism of the company by feminists, pointing to its LEGO Ideas origins. The Research Institute range sold out within a week of its online release in August 2014. The BBC’s Tom de Castella reported that Kooijman was pleased with the set’s final design, despite the addition of face make-up to her original proposal, and that Becky Francis, professor of education and social justice at [[King's College London]], who had been "very, very disappointed" by LEGO Friends, is a fan.<ref name="BBC 6 August 2014">{{cite news |last= de Castella |first= Tom |title= How did LEGO become a gender battleground?|url= http://www.bbc.co.uk/news/magazine-28660069| date=6 August 2014| website= www.bbc.co.uk |accessdate=30 November 2014}}</ref> |
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== |
== LEGOLAND == |
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{{main article|Legoland}} |
{{main article|Legoland}} |
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The |
The LEGO Group built four [[amusement parks]] around the world, known as "[[Legoland|L]]EGOLAND". Each park features large-scale LEGO models of famous landmarks and miniature LEGO models of famous cities, along with LEGO themed rides. The first LEGOLAND park was built in LEGO's home town of [[Billund, Denmark|Billund]] in Denmark. This was followed by [[Legoland Windsor|LEGOLAND Windsor]] in England, [[Legoland California|LEGOLAND California]] in [[Carlsbad, California|Carlsbad]], US and [[Legoland Deutschland|LEGOLAND Deutschland]] in [[Günzburg (district)|Günzburg, Germany]]. In addition, LEGOLAND Sierksdorf was opened in 1973, but soon closed in 1976. |
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In July 2005, The |
In July 2005, The LEGO Group announced that it had reached a deal with private investment company the [[Blackstone Group]] to sell all four parks for €375m to the Blackstone subsidiary [[Merlin Entertainments]]. Under the terms of the deal, The LEGO Group would take a 30% share in Merlin Entertainments and positions on their board.<ref>{{cite press release|title=LEGO Group in partnership with Merlin Entertainments|publisher=LEGO Group |date=13 July 2005 |url=http://www.lego.com/eng/info/default.asp?page=pressdetail&contentid=15584|accessdate=17 September 2010}}{{Dead link|date=January 2013}}</ref> The sale of the theme parks was part of a wider strategy to restructure the company to focus on the core business of toy products. |
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In 2010, Merlin Entertainments opened the first |
In 2010, Merlin Entertainments opened the first LEGOLAND water park at the LEGOLAND California site. On 15 October 2011, Merlin Entertainments opened their first new LEGOLAND park, [[Legoland Florida|LEGOLAND Florida]], in [[Winter Haven, Florida|Winter Haven]], [[Florida]]. It is the largest LEGOLAND opened to date at 145 acres, and also only the second LEGOLAND opened in the United States. The second LEGOLAND [[water park]] was opened near the same location on 26 May 2012 after only 4 months of construction. |
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Merlin Entertainments opened their second new |
Merlin Entertainments opened their second new LEGOLAND park in [[Nusajaya]], [[Johor]], [[Malaysia]] under the name [[Legoland Malaysia|LEGOLAND Malaysia]] on 22 September 2012.<ref>{{cite news|title=PM: Legoland Malaysia to be catalyst for development|url=http://thestar.com.my/news/story.asp?file=%2F2012%2F9%2F22%2Fnation%2F20120922232638&sec=nation&utm_source=dlvr.it&utm_medium=twitter|accessdate=23 September 2012|newspaper=thestar.com.my|date=22 September 2012}}</ref> It is the first LEGOLAND in Asia and was quickly followed by another LEGO-themed water park in the same area. The first LEGO hotel has also opened near the site. People who stay in the hotel will also get tickets to the theme park and water park.<ref>{{cite web|date=25 April 2012 |url=http://www.thesundaily.my/news/359037?utm_medium=twitter&utm_source=twitterfeed |title=First SEA Legoland Hotel for Nusajaya |work= The Sun Daily |accessdate= 29 April 2012}}</ref> |
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[[File:ExtraSchicht 2011-07 – Duisburg, Innenhafen – CN-08.JPG|thumb|right|[[Legoland Discovery Centre]] in [[Duisburg]], Germany]] |
[[File:ExtraSchicht 2011-07 – Duisburg, Innenhafen – CN-08.JPG|thumb|right|[[Legoland Discovery Centre]] in [[Duisburg]], Germany]] |
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Merlin Entertainments has also planned several new |
Merlin Entertainments has also planned several new LEGOLAND parks: LEGOLAND Dubailand, LEGOLAND Nagoya<ref>{{cite web|url=http://mdn.mainichi.jp/arts/news/20111028p2g00m0et132000c.html/ |title=LEGO planning to build Legoland in Nagoya |deadurl=yes |archiveurl=https://web.archive.org/20111031052715/http://mdn.mainichi.jp:80/arts/news/20111028p2g00m0et132000c.html |archivedate=31 October 2011 }}</ref> (scheduled to open in 2015), and LEGOLAND Korea<ref>{{cite web|url=http://news.naver.com/main/read.nhn?mode=LSD&mid=sec&sid1=102&oid=001&aid=0005399588 |title=英 멀린그룹, 레고랜드 춘천 1억달러 투자 신고 }}</ref> (also scheduled to open in 2015). In addition, they have opened four new [[Legoland Discovery Centre|LEGOLAND Discovery Centre]]s, which take the LEGOLAND concept and scale it down to suit a retail park environment. |
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== Retail stores == |
== Retail stores == |
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=== Europe === |
=== Europe === |
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October 2002 saw a significant change in The |
October 2002 saw a significant change in The LEGO Group's direct retail policy with the opening of the first so-called LEGO ''Brand Store'' in [[Cologne]], Germany. The second, in [[Milton Keynes]], UK, followed quickly – several dozen more opened worldwide over the next few years, and most of the existing stores have been remodelled on the new ''Brand Store'' template. One of the distinctive features of these new stores is the inclusion of a "Pick-A-Brick" system that allows customers to buy individual bricks in bulk quantities. How a customer buys LEGO pieces at a Pick-A-Brick is quite simple: customers fill a large or small cup or bag with their choice of LEGO bricks from a large and varied selection and purchase it. The opening of most of these stores, including the 2003 opening of one in the [[Birmingham Bull Ring]] shopping centre in England, have been marked by the production of a new, special, limited edition, commemorative LEGO DUPLO piece. LEGO opened the first brand store in its home country Denmark in Copenhagen on 13 December 2010. There are 2 stores in Austria, 1 store in Belgium, 12 stores in Germany, 13 stores in the United Kingdom, 3 stores in France, 1 store in Sweden, and 1 store in Denmark for a total of 33 stores in Europe. |
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=== North America === |
=== North America === |
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In 1992, when the [[Mall of America]] opened in [[Bloomington, Minnesota|Bloomington]], Minnesota, one of its premier attractions was the |
In 1992, when the [[Mall of America]] opened in [[Bloomington, Minnesota|Bloomington]], Minnesota, one of its premier attractions was the LEGO Imagination Center (LIC). An imagination centre is a large LEGO store with displays of LEGO sculptures and a play area with bins of bricks to build with. The store inventory includes a large selection of LEGO sets for sale, including sets which are advertised in LEGO catalogues as "Not Available In Any Store." A second imagination centre opened at the [[Disney Springs]] at [[Walt Disney World]] in [[Orlando, Florida|Orlando]], Florida. Between 1999 and 2005, LEGO opened 24 further stores in North America in 23 states. As of 2016, there are 90 LEGO stores operating or soon-to-be operating in North America in 32 US States and 5 Canadian Provinces.<ref>{{cite web|url=http://stores.lego.com/en-us/stores|title=LEGO Stores Home|publisher=Stores.lego.com|accessdate=19 February 2016}}</ref> These stores sell various LEGO merchandise, including [[minifigure]]s, Pick-a-Brick, and custom packaged minifigures. |
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=== India === |
=== India === |
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The first |
The first LEGO store in India was opened in [[Chennai]], [[Tamil Nadu]] in March 2014 by [[Funskool]], under licence from the LEGO Group.<ref name="India1stStore">{{Cite web|url=http://www.business-standard.com/article/management/funskool-raises-its-game-115090101294_1.html|title=Funskool raises its game|access-date=2016-04-14}}</ref> |
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== Financial results == |
== Financial results == |
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[[File:Kladno CZ LEGO factory from NE 007.jpg|thumb|Lego factory in [[Kladno]], Czech Republic, established in 2000. This is one of several sites in the world where Lego toys are manufactured (Denmark, Hungary, China and Mexico are the others).]] |
[[File:Kladno CZ LEGO factory from NE 007.jpg|thumb|Lego factory in [[Kladno]], Czech Republic, established in 2000. This is one of several sites in the world where Lego toys are manufactured (Denmark, Hungary, China and Mexico are the others).]] |
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In 2003, The |
In 2003, The LEGO Group faced a budget deficit of 1.4 [[1000000000 (number)|billion]] [[Danish krone|DKK]] (220 million USD at then current exchange rates; equal to EUR 175 million),<ref>{{cite web|last=Frien|first=Bastian|url=http://www.cfo-insight.com/human-capital-career/interviews/the-disguised-dane/|title=The Disguised Dane. Available Online. Accessed on May 4, 2012 |publisher=Cfo-insight.com |date=21 August 2012 |accessdate=9 October 2012}}</ref> causing Poul Plougmann to be replaced by [[Kjeld Kirk Kristiansen]] as president. In the following year, almost one thousand employees were laid off, due to budget cuts. However, in October 2004, on reporting an even larger deficit, Kristiansen also stepped down as president, while placing 800 million DKK of his private funds into the company. |
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In 2005, The |
In 2005, The LEGO Group reported a 2004 net loss of DKK 1,931 million on a total turnover, including LEGOLAND [[amusement park]]s, of DKK 7,934 million. |
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For 2005, the company returned a profit of DKK 702 million, having increased its revenue by 12% to DKK 7,050 million in 2005 against DKK 6,315 million in 2004. It also cut expenditures and disposed of amusement parks and a factory in Switzerland. |
For 2005, the company returned a profit of DKK 702 million, having increased its revenue by 12% to DKK 7,050 million in 2005 against DKK 6,315 million in 2004. It also cut expenditures and disposed of amusement parks and a factory in Switzerland. |
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In 2011, sales for the company grew 11%, rising from $2.847 billion in 2010 to $3.495 billion in 2011. Profit for 2011 fiscal year increased from $661 million to $776 million. The increased profit was due to the enormous popularity of the new brand [[Ninjago]], which became the company's biggest product introduction ever.<ref>{{cite web|author=Author : Roar Rude Trangbæk |url=http://aboutus.lego.com/en-us/news-room/2012/march/annual-result-2011/ |title=LEGO Group sales up by 17% in 2011 |publisher=Aboutus.lego.com |date=1 March 2012 |accessdate=9 October 2012}}</ref> |
In 2011, sales for the company grew 11%, rising from $2.847 billion in 2010 to $3.495 billion in 2011. Profit for 2011 fiscal year increased from $661 million to $776 million. The increased profit was due to the enormous popularity of the new brand [[Ninjago]], which became the company's biggest product introduction ever.<ref>{{cite web|author=Author : Roar Rude Trangbæk |url=http://aboutus.lego.com/en-us/news-room/2012/march/annual-result-2011/ |title=LEGO Group sales up by 17% in 2011 |publisher=Aboutus.lego.com |date=1 March 2012 |accessdate=9 October 2012}}</ref> |
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2012 saw a 25% rise in revenue over the previous year. More than 60% of its profit was helped by new product launches such as Friends.<ref>http://cache.lego.com/r/aboutus/-/media/About%20Us/Media%20Assets%20Library/Annual%20Reports/Annual_Report_2012.pdf</ref> It was also reported that The |
2012 saw a 25% rise in revenue over the previous year. More than 60% of its profit was helped by new product launches such as Friends.<ref>http://cache.lego.com/r/aboutus/-/media/About%20Us/Media%20Assets%20Library/Annual%20Reports/Annual_Report_2012.pdf</ref> It was also reported that The LEGO Group had become the world's most valuable toy company ahead of Mattel with a value at over $14.6 billion.<ref>{{cite web|last=Metcalf |first=Tom |url=http://www.bloomberg.com/news/2013-03-13/lego-builds-new-billionaires-as-toymaker-topples-mattel.html?cmpid=yhoo |title=LEGO Builds New Billionaires as Toymaker Topples Mattel |publisher=Bloomberg |date=13 March 2013 |accessdate=15 October 2013}}</ref> |
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The |
The LEGO Group delivered a turnover of DKK 14,142m in the first half of 2015 with an increase of 18% compared with the same period in 2014 measured in local currency (i.e. excluding the impact of foreign exchange rate changes). Net profit for the first half of 2015 was DKK 3,553m compared with DKK 2,715m for the first half of 2014. First half year sales were driven by double-digit growth across all geographical regions and strong product innovation on themes such as LEGO Ninjago, LEGO Elves and LEGO Creator.<ref>http://www.lego.com/en-us/aboutus/news-room/2015/september/interim-result</ref> |
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== Notes == |
== Notes == |
Revision as of 13:07, 8 August 2016
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Company type | Privately held company |
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Industry | Toys |
Founded | 10 August 1932 |
Founder | Ole Kirk Christiansen |
Headquarters | , |
Key people |
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Products | Lego |
Revenue | ![]() |
![]() | |
![]() | |
Total assets | 27,877,000,000 Danish krone (2015) ![]() |
Owner |
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Number of employees | 13,974 (2015)[2] |
Divisions | Lego Videogames |
Website | www |
LEGO A/S,[a] doing business as The LEGO Group,[b] is a Danish family-owned company based in Billund, Denmark.[4] It is best known for the manufacture of LEGO-brand toys, consisting mostly of interlocking plastic bricks. The EGO Group has also built several amusement parks around the world, each known as "LEGOLAND", and operates several retail stores.
The company was founded on 10 August 1932 by Ole Kirk Christiansen.[5] The word "lego" is derived from the Danish words "leg godt", meaning "play well". The word "lego" also means "I put together" in Latin, and "I connect" or "I tie" in Italian. In the first half of 2015, The LEGO Group became the world's largest toy company by revenue, with sales amounting to US$2.1 billion, surpassing Mattel, which had US$1.9 billion in sales.[6][7]
History
The history of LEGO spans nearly 100 years, beginning with the creation of small wooden playthings, such as wooden ducks during the early 20th century. Manufacturing of plastic LEGO bricks began in Denmark in 1947, but since has grown to include factories throughout the world. Today, the company is an iconic brand.
Trademark and patents
Since the expiration of the last standing LEGO patent in 1989, a number of companies have produced interlocking bricks that are similar to LEGO bricks. The toy company Tyco Toys produced such bricks for a time; other competitors include Mega Bloks and Best-Lock. These competitor products are typically compatible with LEGO bricks, and are marketed at a lower cost than LEGO sets.
One such competitor is Coko, manufactured by Chinese company Tianjin Coko Toy Co., Ltd. In 2002, LEGO Group's Swiss subsidiary Interlego AG sued the company for copyright infringement. A trial court found many Coko bricks to be infringing; Coko was ordered to cease manufacture of the infringing bricks, publish a formal apology in the Beijing Daily, and pay a small fee in damages to Interlego. On appeal, the Beijing High People's Court upheld the trial court's ruling.[8]
In 2003, The LEGO Group won a lawsuit in Norway against the marketing group Biltema for its sale of Coko products, on the grounds that the company used product confusion for marketing purposes.[9]
Also in 2003, a large shipment of LEGO-like products marketed under the name "Enlighten" was seized by Finland customs authorities. The packaging of the Enlighten products was similar to official LEGO packaging. Their Chinese manufacturer failed to appear in court, and thus LEGO won a default action ordering the destruction of the shipment. LEGO Group footed the bill for the disposal of the 54,000 sets, citing a desire to avoid brand confusion and protect consumers from potentially inferior products.[10]
In 2004, Best-Lock Construction Toys defeated a patent challenge from LEGO in the Oberlandesgericht, Hamburg.
The LEGO Group has attempted to trademark the "LEGO Indicia", the studded appearance of the LEGO brick, hoping to stop production of Mega Bloks. On 24 May 2002, the Federal Court of Canada dismissed the case, asserting the design is functional and therefore ineligible for trademark protection.[11] The LEGO Group's appeal was dismissed by the Federal Court of Appeal on 14 July 2003.[12] In October 2005, the Supreme Court ruled unanimously that "Trademark law should not be used to perpetuate monopoly rights enjoyed under now-expired patents." and held that Mega Bloks can continue to manufacture their bricks.
Because of fierce competition from copycat products, the company has always responded by being proactive in their patenting and has over 600 United States granted design patents to their name.[13]
Environmental issues
LEGO acknowledges the impact of its operations on the environment, in particular in areas such as climate change, resource and energy use and waste. All manufacturing sites are certified according to the environmental standard ISO 14001. The first Borkum Riffgrund 1 wind turbines off the coast of Germany began producing electricity in February 2015, which will help The LEGO Group reach its goal of being based 100% on renewable energy by 2020.[14] The company claims to recycle 90% of its waste and that it had made its operations nearly one-third more energy efficient over the five-year period ending 31 December 2013.[15][16] It is seeking alternatives to crude oil as the raw material for its bricks.[17] This results in the establishment in June 2015 the LEGO Sustainable Materials Centre, which is expected to recruit more than 100 employees, as a significant step towards the 2030 ambition of finding and implementing sustainable alternatives to current materials.[18]
In 2011, LEGO bowed to pressure from the environmental campaigning organisation Greenpeace, reportedly agreeing to drop supplier Asia Pulp and Paper, and pledging to only use packaging material certified by the Forest Stewardship Council in future.[19] The environmental group had accused LEGO , Hasbro, Mattel and Disney of using packaging material sourced from trees cleared out of the Indonesian rainforest.[20]
LEGO partnered with the oil company Royal Dutch Shell in the 1960s, using the company's logo in some of its construction sets. This partnership continued until the 1990s, and was renewed again in 2011.[21] In July 2014, Greenpeace launched a global campaign to persuade LEGO to cease producing toys carrying the oil company Shell’s logo in response to Shell’s plans to drill for oil in the Arctic.[22] Shell’s PR company valued the most recent two-year deal with LEGO at $116 million, and reported that Shell achieved a 7.5% worldwide sales uplift during the promotion video from Iris International.[23] LEGO announced that when the latest contract between the two companies comes to an end it will not be renewing it.[24]
As of August 2014, more than 750,000 people worldwide had signed a Greenpeace petition asking LEGO to end its partnership with Shell.[25] LEGO responded saying they "expect that Shell lives up to their responsibilities wherever they operate" and that they "intend to live up to the long term contract with Shell, which we entered into in 2011."[26] Meanwhile, Greenpeace produced a video campaigning against the Shell partnership; it received extensive press coverage [27][28] and was viewed more than six million times on YouTube.[29] In October 2014, LEGO announced that it would not be renewing its promotional contract with Royal Dutch Shell but did not say when the existing deal with Shell expires. Greenpeace claimed the decision was in response to its campaigning.[30]
Gender equality
In January 2014, a handwritten letter to LEGO from a seven-year-old American girl, Charlotte Benjamin, received widespread attention in the media. In it the young author complained that there were "more LEGO boy people and barely any LEGO girls" and observed that "all the girls did was sit at home, go to the beach, and shop, and they had no jobs, but the boys went on adventures, worked, saved people … even swam with sharks".[31][32]
In June 2014, it was announced that LEGO would be launching a new "Research Institute" collection featuring female scientists including a women chemist, palaeontologist, and astronomer.[32][33] The science-themed project was selected as the latest LEGO Ideas winner, and was submitted by Ellen Kooijman, a geochemist in Stockholm.[34] LEGO denied claims that the set was introduced to placate criticism of the company by feminists, pointing to its LEGO Ideas origins. The Research Institute range sold out within a week of its online release in August 2014. The BBC’s Tom de Castella reported that Kooijman was pleased with the set’s final design, despite the addition of face make-up to her original proposal, and that Becky Francis, professor of education and social justice at King's College London, who had been "very, very disappointed" by LEGO Friends, is a fan.[35]
LEGOLAND
The LEGO Group built four amusement parks around the world, known as "LEGOLAND". Each park features large-scale LEGO models of famous landmarks and miniature LEGO models of famous cities, along with LEGO themed rides. The first LEGOLAND park was built in LEGO's home town of Billund in Denmark. This was followed by LEGOLAND Windsor in England, LEGOLAND California in Carlsbad, US and LEGOLAND Deutschland in Günzburg, Germany. In addition, LEGOLAND Sierksdorf was opened in 1973, but soon closed in 1976.
In July 2005, The LEGO Group announced that it had reached a deal with private investment company the Blackstone Group to sell all four parks for €375m to the Blackstone subsidiary Merlin Entertainments. Under the terms of the deal, The LEGO Group would take a 30% share in Merlin Entertainments and positions on their board.[36] The sale of the theme parks was part of a wider strategy to restructure the company to focus on the core business of toy products.
In 2010, Merlin Entertainments opened the first LEGOLAND water park at the LEGOLAND California site. On 15 October 2011, Merlin Entertainments opened their first new LEGOLAND park, LEGOLAND Florida, in Winter Haven, Florida. It is the largest LEGOLAND opened to date at 145 acres, and also only the second LEGOLAND opened in the United States. The second LEGOLAND water park was opened near the same location on 26 May 2012 after only 4 months of construction.
Merlin Entertainments opened their second new LEGOLAND park in Nusajaya, Johor, Malaysia under the name LEGOLAND Malaysia on 22 September 2012.[37] It is the first LEGOLAND in Asia and was quickly followed by another LEGO-themed water park in the same area. The first LEGO hotel has also opened near the site. People who stay in the hotel will also get tickets to the theme park and water park.[38]
Merlin Entertainments has also planned several new LEGOLAND parks: LEGOLAND Dubailand, LEGOLAND Nagoya[39] (scheduled to open in 2015), and LEGOLAND Korea[40] (also scheduled to open in 2015). In addition, they have opened four new LEGOLAND Discovery Centres, which take the LEGOLAND concept and scale it down to suit a retail park environment.
Retail stores
![](http://upload.wikimedia.org/wikipedia/commons/thumb/f/fd/Lego_Shop.jpg/220px-Lego_Shop.jpg)
Europe
October 2002 saw a significant change in The LEGO Group's direct retail policy with the opening of the first so-called LEGO Brand Store in Cologne, Germany. The second, in Milton Keynes, UK, followed quickly – several dozen more opened worldwide over the next few years, and most of the existing stores have been remodelled on the new Brand Store template. One of the distinctive features of these new stores is the inclusion of a "Pick-A-Brick" system that allows customers to buy individual bricks in bulk quantities. How a customer buys LEGO pieces at a Pick-A-Brick is quite simple: customers fill a large or small cup or bag with their choice of LEGO bricks from a large and varied selection and purchase it. The opening of most of these stores, including the 2003 opening of one in the Birmingham Bull Ring shopping centre in England, have been marked by the production of a new, special, limited edition, commemorative LEGO DUPLO piece. LEGO opened the first brand store in its home country Denmark in Copenhagen on 13 December 2010. There are 2 stores in Austria, 1 store in Belgium, 12 stores in Germany, 13 stores in the United Kingdom, 3 stores in France, 1 store in Sweden, and 1 store in Denmark for a total of 33 stores in Europe.
North America
In 1992, when the Mall of America opened in Bloomington, Minnesota, one of its premier attractions was the LEGO Imagination Center (LIC). An imagination centre is a large LEGO store with displays of LEGO sculptures and a play area with bins of bricks to build with. The store inventory includes a large selection of LEGO sets for sale, including sets which are advertised in LEGO catalogues as "Not Available In Any Store." A second imagination centre opened at the Disney Springs at Walt Disney World in Orlando, Florida. Between 1999 and 2005, LEGO opened 24 further stores in North America in 23 states. As of 2016, there are 90 LEGO stores operating or soon-to-be operating in North America in 32 US States and 5 Canadian Provinces.[41] These stores sell various LEGO merchandise, including minifigures, Pick-a-Brick, and custom packaged minifigures.
India
The first LEGO store in India was opened in Chennai, Tamil Nadu in March 2014 by Funskool, under licence from the LEGO Group.[42]
Financial results
![](http://upload.wikimedia.org/wikipedia/commons/thumb/c/cf/Kladno_CZ_LEGO_factory_from_NE_007.jpg/220px-Kladno_CZ_LEGO_factory_from_NE_007.jpg)
In 2003, The LEGO Group faced a budget deficit of 1.4 billion DKK (220 million USD at then current exchange rates; equal to EUR 175 million),[43] causing Poul Plougmann to be replaced by Kjeld Kirk Kristiansen as president. In the following year, almost one thousand employees were laid off, due to budget cuts. However, in October 2004, on reporting an even larger deficit, Kristiansen also stepped down as president, while placing 800 million DKK of his private funds into the company.
In 2005, The LEGO Group reported a 2004 net loss of DKK 1,931 million on a total turnover, including LEGOLAND amusement parks, of DKK 7,934 million.
For 2005, the company returned a profit of DKK 702 million, having increased its revenue by 12% to DKK 7,050 million in 2005 against DKK 6,315 million in 2004. It also cut expenditures and disposed of amusement parks and a factory in Switzerland.
In 2011, sales for the company grew 11%, rising from $2.847 billion in 2010 to $3.495 billion in 2011. Profit for 2011 fiscal year increased from $661 million to $776 million. The increased profit was due to the enormous popularity of the new brand Ninjago, which became the company's biggest product introduction ever.[44]
2012 saw a 25% rise in revenue over the previous year. More than 60% of its profit was helped by new product launches such as Friends.[45] It was also reported that The LEGO Group had become the world's most valuable toy company ahead of Mattel with a value at over $14.6 billion.[46]
The LEGO Group delivered a turnover of DKK 14,142m in the first half of 2015 with an increase of 18% compared with the same period in 2014 measured in local currency (i.e. excluding the impact of foreign exchange rate changes). Net profit for the first half of 2015 was DKK 3,553m compared with DKK 2,715m for the first half of 2014. First half year sales were driven by double-digit growth across all geographical regions and strong product innovation on themes such as LEGO Ninjago, LEGO Elves and LEGO Creator.[47]
Notes
References
- ^ a b c "LEGO Annual Report 2015". The Lego Group. Retrieved 25 March 2016.
- ^ Andersen, Lone. "Hæsblæsende år i Lego: Solgte for 98 mio. kr. hver dag året rundt" [Tumultuous year in Lego: Sold for 98 mil. kr. every day of the year]. finans.dk (in Danish). Jyllands Posten. Retrieved 1 March 2016.
- ^ a b "Lego.com About Us – The LEGO Brand". The Lego Group. Retrieved 14 February 2013.
- ^ "About Us". The Lego Group. Retrieved 9 January 2013.
- ^ "LEGO Group Celebrates 75-Year Anniversary". PR Newswire. PR Newswire Association. 10 August 2007. Retrieved 19 March 2016.
- ^ http://fortune.com/2015/01/26/heres-why-mattel-ousted-its-ceo-bryan-stockton/
- ^ http://epn.dk/brancher/mode/leg/ECE6996783/lego-er-nu-verdens-stoerste/
- ^ "Dual Protection for Industrial Designs Confirmed by Court". CCPIT Patent and Trademark Law Office. Retrieved 9 January 2013.
- ^ Template:Wayback
- ^ Template:Wayback
- ^ "Jurisprudence in intellectual property law". The TeleMark. Retrieved 9 January 2013.
- ^ "Kirkbi AG et al. v. Ritvik Holdings Inc". Telemark. Retrieved 9 January 2013.
- ^ "Interlego's list of design patents". Ipexl.com. Retrieved 9 October 2012.
- ^ Lego website [1], Accessed 3 July 2014
- ^ "LEGO Group Responsibility Report 2013", pg 12. The Lego Group. Accessed 3 July 2014
- ^ Vaughan, Adam (July 2014). "Greenpeace urges LEGO to end Shell partnership", The Guardian, 1 July 2014. Accessed 3 July 2014
- ^ Venables, Michael (April 2013). "How LEGO Makes Safe, Quality, Diverse and Irresistible Toys Everyone Wants: Part Two", Forbes, 20 April 2014. Accessed 3 July 2013
- ^ http://www.lego.com/en-us/aboutus/news-room/2015/june/sustainable-materials-centre
- ^ "LEGO Drops APP Packaging After Greenpeace Campaign", Environmental Leader, 15 July 2011. Accessed 3 July 2014
- ^ Stine, Rachel (Sept 2011) " Analysis: toy manufacturing - LEGO builds a sustainable supply chain", Ethical Corporation, 1 September 2011. Accessed 3 July 2014
- ^ Katie, Collins (8 July 2014). "Greenpeace is right, Shell-branded LEGO is ill-judged". wired.co.uk. Conde Nast. Retrieved 8 July 2014.
- ^ Tilley, Jonathan (July 2014) "Greenpeace puts pressure on Lego's Shell-branded toys", PR Week, 1 July 2014. Accessed 3 July 2014
- ^ "CENSORED: The details behind Shell's deal with LEGO" on YouTube
- ^ http://www.wired.co.uk/news/archive/2014-10/09/lego-ends-shell-partnership
- ^ "Shell & LEGO - Stop Playing With The Arctic". Greenpeace. Retrieved 1 August 2014.
- ^ "Comment on Greenpeace campaign using the LEGO® brand". LEGO. Retrieved 1 July 2014.
- ^ "This Is Why People Are So Upset at LEGO". TIME. Retrieved 11 July 2014.
- ^ "LEGO told 'everything is not awesome' in viral Greenpeace video". The Guardian. Retrieved 9 July 2014.
- ^ LEGO: Everything is NOT awesome. on YouTube
- ^ BBC News (October 2014). "LEGO 'won't renew' contract with Shell after Greenpeace campaign", BBC News, 10 October 2014. Retrieved 11 October 2014.
- ^ Gander, Kashmira (2014). "LEGO told off by 7-year-old girl for promoting gender stereotypes", The Independent, 3 February 2014. Retrieved 10 July 2014
- ^ a b Alter, Charlotte (2014). "Soon There Will Be Female Scientist LEGOs", Time, 4 June 2014. Retrieved 10 July 2014
- ^ Shron, Alina (2014). "Lego listens to the girls", The Copenhagen Post, 10 June 2014. Retrieved 10 July 2014
- ^ Gambino, Lauren (2014). "LEGO to launch female scientists series after online campaign", The Guardian, 4 June 2014. Retrieved 10 July 2014
- ^ de Castella, Tom (6 August 2014). "How did LEGO become a gender battleground?". www.bbc.co.uk. Retrieved 30 November 2014.
- ^ "LEGO Group in partnership with Merlin Entertainments" (Press release). LEGO Group. 13 July 2005. Retrieved 17 September 2010.[dead link]
- ^ "PM: Legoland Malaysia to be catalyst for development". thestar.com.my. 22 September 2012. Retrieved 23 September 2012.
- ^ "First SEA Legoland Hotel for Nusajaya". The Sun Daily. 25 April 2012. Retrieved 29 April 2012.
- ^ "LEGO planning to build Legoland in Nagoya". Archived from the original on 31 October 2011.
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- ^ "LEGO Stores Home". Stores.lego.com. Retrieved 19 February 2016.
- ^ "Funskool raises its game". Retrieved 14 April 2016.
- ^ Frien, Bastian (21 August 2012). "The Disguised Dane. Available Online. Accessed on May 4, 2012". Cfo-insight.com. Retrieved 9 October 2012.
- ^ Author : Roar Rude Trangbæk (1 March 2012). "LEGO Group sales up by 17% in 2011". Aboutus.lego.com. Retrieved 9 October 2012.
{{cite web}}
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has generic name (help) - ^ http://cache.lego.com/r/aboutus/-/media/About%20Us/Media%20Assets%20Library/Annual%20Reports/Annual_Report_2012.pdf
- ^ Metcalf, Tom (13 March 2013). "LEGO Builds New Billionaires as Toymaker Topples Mattel". Bloomberg. Retrieved 15 October 2013.
- ^ http://www.lego.com/en-us/aboutus/news-room/2015/september/interim-result
Further reading
- Henry Wiencek, The World of Lego Toys. Harry N. Abrams, Inc., Publishers, New York. ISBN 0-8109-2362-9.
External links
![](http://upload.wikimedia.org/wikipedia/en/thumb/4/4a/Commons-logo.svg/30px-Commons-logo.svg.png)