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Wikipedia

The Lego Group

Lego A/S (trade name: The Lego Group) is a Danish toy production company based in Billund, Denmark.[6] It manufactures Lego-brand toys, consisting mostly of interlocking plastic bricks. The Lego Group has also built several amusement parks around the world, each known as Legoland, and operates numerous retail stores.

Lego A/S[1]
Logo since 1998
The Lego Group
TypePrivate (Aktieselskab)
IndustryToys
FoundedAugust 10, 1932; 90 years ago (1932-08-10)
FounderOle Kirk Christiansen
Headquarters,
Denmark
Number of locations
42 offices (2017)
Area served
Worldwide
Key people
ProductsLego toys
Revenue 43.7 billion kr.[4] (2021)
17.0 billion kr.[4] (2021)
13.3 billion kr.[4] (2021)
Total assets 48.0 billion kr.[4] (2021)
Owners
  • Kirkbi A/S (75%)[5]
  • The Lego Foundation (25%)
Number of employees
24,484[4] (2021)
Websitelego.com

The company was founded on August 10, 1932, by Ole Kirk Christiansen.[7] The name Lego is derived from the Danish words leg godt, meaning "play well". 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.[8][9]

History

The Lego company was founded in 1932 by Ole Kirk Christiansen, a carpenter whose primary business of producing household goods had suffered due to the Great Depression. Initially producing wooden toys, the company later developed a system of interlocking bricks. Manufacturing of plastic Lego bricks began in Denmark in 1947. After a fire in the woodworking department, Ole's son, Godtfred, decided to stop the production of wooden toys and solely focus on plastic products and the Lego system. He also built an airport in Billund to facilitate the sale of Lego toys around the world.

In North America, Samsonite managed the Lego brand from 1961 until 1972 (United States) and 1986 (Canada).

The name "LEGO" is a contraction of the words Danish: "leg godt" (English: "play well"). However, the name also means in Latin either "I collect", "I compose" or "I read". These additional meanings, the first two of which are very relevant, only made sense when the company started making plastic blocks with knobs (lego blocks) so that they could be put together.

Trademark and patents

Since the expiry 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 often 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.[10]

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.[11]

Also in 2003, a large shipment of Lego-like products marketed under the name "Enlighten" was seized by Finnish 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.[12]

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.[13] The Lego Group's appeal was dismissed by the Federal Court of Appeal on 14 July 2003.[14] 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.[15]

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.[16]

Financial results

 
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).

In 2003, The Lego Group faced a budget deficit of DKr 1.4 billion (US$220 million at then-current exchange rates; equal to 175 million),[17] 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 DKr 800 million of his private funds into the company.

In 2005, The Lego Group reported a 2004 net loss of DKr 1,931 million on a total turnover, including Legoland amusement parks, of DKr 7,934 million.

For 2005, the company returned a profit of DKr 702 million, having increased its revenue by 12% to DKr 7,050 million in 2005 against DKr 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 US$2,847 million in 2010 to US$3,495 million in 2011. Profit for 2011 fiscal year increased from US$661 million to US$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.[18]

In 2012, it was reported that The Lego Group had become the world's most valuable toy company ahead of Mattel with a value at over US$14.6 billion.[19]

The Lego Group delivered a turnover of DKr 14,142 million 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 DKr 3,553 million compared with DKr 2,715 million 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.[20]

The Lego Group announced on 4 September 2017 its intention to cut 1,400 jobs following reduced revenue and profit in the first half of the year, the first reported decrease in 13 years.[21] The revenue losses are due to a more competitive environment, where the company has to compete not only against its traditional competitors Mattel and Hasbro, but also against technology companies such as Sony or Microsoft as more children use mobile devices for entertainment.[22] The job cuts account for 8 percent of the company's total work force.[21] In May 2018, the company made it to Forbes top 100 World's Most Valuable Brands 2018,[23] being 97th on the list.

Legoland

The Lego Group has built eight amusement parks around the world, each 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 375 million 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.[24] 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 one of the Legoland parks opened in the United States. The other Legoland (opened at a later date) water park was opened near the same location on 26 May 2012 after only four months of construction.

Merlin Entertainments opened their second new Legoland park in Nusajaya, Malaysia under the name Legoland Malaysia on 22 September 2012.[25] 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.[26] The September 2016 they opened Legoland Dubai. In addition, they opened four new Legoland Discovery Centres, which take the Legoland concept and scale it down to suit a retail park environment.

In June 2019, The Lego Group purchased the remaining shares in Merlin Entertainments which they did not own and privatised the company.[27] This returned the operation of the Legoland parks to the control of The Lego Group.

Retail stores

 
A Lego retail store in Canada.

The Lego Group operates 171 retail stores in North America and Europe (99 in the United States, 17 in the United Kingdom, 18 in Germany, 13 in Canada, 9 in France, 6 in Poland, 3 in Denmark, 4 in the Netherlands, 2 in Austria, 2 in Belgium, 2 in Sweden, 1 in Spain and 1 in Ireland.[28]). The Lego Group also franchised its store brand to Majid Al Futtaim Group, which opened 6 stores in 2015 (4 in the United Arab Emirates, and 2 in Kuwait).[29] In 2023 there is a total of 423 stores operated by franchisees, mostly in Australia, Asia and South America.[30]

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. In 2016, three stores opened in Italy: one in Milan, one in the shopping center near the Orio al Serio International Airport in Bergamo, and another in Verona. On the 18 August 2022, Ireland's first Lego store was opened in Dublin on Grafton Street.[31] On 2 December 2022 an official store was opened in Brescia, bringing the total number of Lego stores in Italy to 29.[32] In 2023 there were a total of 66 stores in Europe, which are operated by Lego itself. In London at Leicester Square, there is the largest Lego store in the world, with an area of 805 m2.[33]

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 (formerly Downtown Disney) at Walt Disney World Resort in Orlando, Florida. Between 1999 and 2005, Lego opened 24 further stores in North America in 23 states. As of 2023, there are 112 Lego stores operating in North America in 35 US states and five Canadian provinces.[30] 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.[34] But India's only operating Lego store in 2023 opened in Mumbai International Airport duty free in 2021.[35]

Lego Interactive

Lego Interactive (formerly Lego Media and later Lego Software) was the video game publishing division of The Lego Group.[36] The company was founded as Lego Media in 1996 and headquartered in London, England.[37] In February 1999, Lego Media announced their move into the girls' software industry, starting with Lego Friends.[38] In May 2002, the company announced to begin distributing their titles through Electronic Arts.[39] Eventually, The Lego Group opted out of the video game business and Lego Interactive was shut down in 2004.[40] Former Lego Interactive staff opened Giant Interactive Entertainment to publish future Lego titles, which later became part of TT Games.[40]

Lego Media also operated a motion picture division, which produced the BBC children's series Little Robots for Cosgrove Hall Films.[41] In 2003, this division was rebranded to Create TV and Film Limited, and became independent from The Lego Group under Lego's majority owner Kirkbi A/S, which allowed Create TV and Film to branch onto other projects.[42][43][44] The company later produced Bionicle: Mask of Light, Bionicle 2: Legends of Metru Nui and Bionicle 3: Web of Shadows for Creative Capers Entertainment.[45] In 2005, Kirkbi A/S sold Create TV and Film to its chief executive officer, Vanessa Chapman, and the company was renamed Create Media Ventures Limited. The sale included Little Robots but excluded the Bionicle movies, which were retained by The Lego Group.[46] Create was later dissolved in August 2016.[47]

Toy production

 
A Lego injection moulding plant in Neuhof, an area of Baar, Switzerland

Lego products are mass-produced, packaged and shipped on a large scale.

Lego Produktion AG was a major production facility for Lego. It was founded in Switzerland in 1974.[48] At the time of its announced closing in 2001, 30% of the world production of Lego was produced at the Swiss facility in Baar.[49] The Baar facility eventually closed in 2004.[50]

In April 1962, the Lego Group began producing miniature tires; it became the largest tire manufacturing company in 2011, when it produced 381 million tires that year.[51]

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.[52] 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 on 31 December 2013.[53][54] It is seeking alternatives to crude oil as the raw material for its bricks.[55] In June 2015, this resulted in the establishment of 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.[56]

Gender equality and human rights

 
A set of Lego figures in the colors of the rainbow, 2022.

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".[57][58]

In June 2014, it was announced that Lego would be launching a new "Research Institute" collection featuring female scientists including a female chemist, palaeontologist, and astronomer.[58][59] The science-themed project was selected as the latest Lego Ideas winner, and was submitted by Ellen Kooijman, a geochemist in Stockholm.[60] Lego denied claims that the set was introduced to placate criticism of the company by activists, 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.[61]

In June 2021, Lego released a set entitled "Everyone Is Awesome" to celebrate and recognize the LGBTQ+ community. The set includes over 300 pieces and has 11 monochrome minifigures in the colours of the rainbow.[62]

In October 2021, Lego Group launched a campaign named "Ready for Girls" as part of its celebration of the UN's International Day of the Girl. The company also announced its plan to remove gender stereotypes from the toy(s) following a review of a study commissioned by the Geena Davis Institute on Gender in Media.[63]

On 3 March 2022, during the 2022 Russian invasion of Ukraine, the LEGO Foundation stated it would donate approximately US$16.5 million to organizations including UNICEF, Save the Children, and the Danish Red Cross for emergency relief efforts.[64]

In April 2022, The LEGO foundation announced the launch of the companies $20 million play-based learning initiative. The grant program launched as part of Autism Acceptance month, is in support of innovative play-based learning for neurodivergent children and in turn will award funding to 25 enterprises in support of the innovative learning for autistic children and children with ADHD.[65]

Logos

Below are historical images of the Lego logo throughout the company's existence.[66]

References

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External links

  • Official website

Coordinates: 55°44′00″N 09°07′15″E / 55.73333°N 9.12083°E / 55.73333; 9.12083

lego, group, lego, trade, name, danish, production, company, based, billund, denmark, manufactures, lego, brand, toys, consisting, mostly, interlocking, plastic, bricks, also, built, several, amusement, parks, around, world, each, known, legoland, operates, nu. Lego A S trade name The Lego Group is a Danish toy production company based in Billund Denmark 6 It manufactures Lego brand toys consisting mostly of interlocking plastic bricks The Lego Group has also built several amusement parks around the world each known as Legoland and operates numerous retail stores Lego A S 1 Logo since 1998Trade nameThe Lego GroupTypePrivate Aktieselskab IndustryToysFoundedAugust 10 1932 90 years ago 1932 08 10 FounderOle Kirk ChristiansenHeadquartersBillund DenmarkNumber of locations42 offices 2017 Area servedWorldwideKey peopleJorgen Vig Knudstorp executive chairman 2 Niels B Christiansen CEO 3 ProductsLego toysRevenue43 7 billion kr 4 2021 Operating income17 0 billion kr 4 2021 Net income13 3 billion kr 4 2021 Total assets48 0 billion kr 4 2021 OwnersKirkbi A S 75 5 The Lego Foundation 25 Number of employees24 484 4 2021 Websitelego comThe company was founded on August 10 1932 by Ole Kirk Christiansen 7 The name Lego is derived from the Danish words leg godt meaning play well 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 8 9 Contents 1 History 2 Trademark and patents 3 Financial results 4 Legoland 5 Retail stores 5 1 Europe 5 2 North America 5 3 India 6 Lego Interactive 7 Toy production 8 Environmental issues 9 Gender equality and human rights 10 Logos 11 References 12 External linksHistory EditMain article History of Lego This section needs expansion You can help by adding to it August 2021 The Lego company was founded in 1932 by Ole Kirk Christiansen a carpenter whose primary business of producing household goods had suffered due to the Great Depression Initially producing wooden toys the company later developed a system of interlocking bricks Manufacturing of plastic Lego bricks began in Denmark in 1947 After a fire in the woodworking department Ole s son Godtfred decided to stop the production of wooden toys and solely focus on plastic products and the Lego system He also built an airport in Billund to facilitate the sale of Lego toys around the world In North America Samsonite managed the Lego brand from 1961 until 1972 United States and 1986 Canada The name LEGO is a contraction of the words Danish leg godt English play well However the name also means in Latin either I collect I compose or I read These additional meanings the first two of which are very relevant only made sense when the company started making plastic blocks with knobs lego blocks so that they could be put together Trademark and patents EditFurther information Interlego AG v Tyco Industries Inc Since the expiry 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 often 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 10 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 11 Also in 2003 a large shipment of Lego like products marketed under the name Enlighten was seized by Finnish 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 12 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 13 The Lego Group s appeal was dismissed by the Federal Court of Appeal on 14 July 2003 14 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 15 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 16 Financial results Edit 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 In 2003 The Lego Group faced a budget deficit of DKr 1 4 billion US 220 million at then current exchange rates equal to 175 million 17 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 DKr 800 million of his private funds into the company In 2005 The Lego Group reported a 2004 net loss of DKr 1 931 million on a total turnover including Legoland amusement parks of DKr 7 934 million For 2005 the company returned a profit of DKr 702 million having increased its revenue by 12 to DKr 7 050 million in 2005 against DKr 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 US 2 847 million in 2010 to US 3 495 million in 2011 Profit for 2011 fiscal year increased from US 661 million to US 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 18 In 2012 it was reported that The Lego Group had become the world s most valuable toy company ahead of Mattel with a value at over US 14 6 billion 19 The Lego Group delivered a turnover of DKr 14 142 million 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 DKr 3 553 million compared with DKr 2 715 million 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 20 The Lego Group announced on 4 September 2017 its intention to cut 1 400 jobs following reduced revenue and profit in the first half of the year the first reported decrease in 13 years 21 The revenue losses are due to a more competitive environment where the company has to compete not only against its traditional competitors Mattel and Hasbro but also against technology companies such as Sony or Microsoft as more children use mobile devices for entertainment 22 The job cuts account for 8 percent of the company s total work force 21 In May 2018 the company made it to Forbes top 100 World s Most Valuable Brands 2018 23 being 97th on the list Legoland EditMain article Legoland Legoland Discovery Centre in Duisburg Germany The Lego Group has built eight amusement parks around the world each 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 Gunzburg 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 375 million 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 24 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 one of the Legoland parks opened in the United States The other Legoland opened at a later date water park was opened near the same location on 26 May 2012 after only four months of construction Merlin Entertainments opened their second new Legoland park in Nusajaya Malaysia under the name Legoland Malaysia on 22 September 2012 25 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 26 The September 2016 they opened Legoland Dubai In addition they opened four new Legoland Discovery Centres which take the Legoland concept and scale it down to suit a retail park environment In June 2019 The Lego Group purchased the remaining shares in Merlin Entertainments which they did not own and privatised the company 27 This returned the operation of the Legoland parks to the control of The Lego Group Retail stores Edit A Lego retail store in Canada The Lego Group operates 171 retail stores in North America and Europe 99 in the United States 17 in the United Kingdom 18 in Germany 13 in Canada 9 in France 6 in Poland 3 in Denmark 4 in the Netherlands 2 in Austria 2 in Belgium 2 in Sweden 1 in Spain and 1 in Ireland 28 The Lego Group also franchised its store brand to Majid Al Futtaim Group which opened 6 stores in 2015 4 in the United Arab Emirates and 2 in Kuwait 29 In 2023 there is a total of 423 stores operated by franchisees mostly in Australia Asia and South America 30 Europe Edit This section does not cite any sources Please help improve this section by adding citations to reliable sources Unsourced material may be challenged and removed July 2022 Learn how and when to remove this template message 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 In 2016 three stores opened in Italy one in Milan one in the shopping center near the Orio al Serio International Airport in Bergamo and another in Verona On the 18 August 2022 Ireland s first Lego store was opened in Dublin on Grafton Street 31 On 2 December 2022 an official store was opened in Brescia bringing the total number of Lego stores in Italy to 29 32 In 2023 there were a total of 66 stores in Europe which are operated by Lego itself In London at Leicester Square there is the largest Lego store in the world with an area of 805 m2 33 North America Edit 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 formerly Downtown Disney at Walt Disney World Resort in Orlando Florida Between 1999 and 2005 Lego opened 24 further stores in North America in 23 states As of 2023 there are 112 Lego stores operating in North America in 35 US states and five Canadian provinces 30 These stores sell various Lego merchandise including minifigures Pick a Brick and custom packaged minifigures India Edit The first Lego store in India was opened in Chennai Tamil Nadu in March 2014 by Funskool under licence from the Lego Group 34 But India s only operating Lego store in 2023 opened in Mumbai International Airport duty free in 2021 35 Lego Interactive EditLego Interactive formerly Lego Media and later Lego Software was the video game publishing division of The Lego Group 36 The company was founded as Lego Media in 1996 and headquartered in London England 37 In February 1999 Lego Media announced their move into the girls software industry starting with Lego Friends 38 In May 2002 the company announced to begin distributing their titles through Electronic Arts 39 Eventually The Lego Group opted out of the video game business and Lego Interactive was shut down in 2004 40 Former Lego Interactive staff opened Giant Interactive Entertainment to publish future Lego titles which later became part of TT Games 40 Lego Media also operated a motion picture division which produced the BBC children s series Little Robots for Cosgrove Hall Films 41 In 2003 this division was rebranded to Create TV and Film Limited and became independent from The Lego Group under Lego s majority owner Kirkbi A S which allowed Create TV and Film to branch onto other projects 42 43 44 The company later produced Bionicle Mask of Light Bionicle 2 Legends of Metru Nui and Bionicle 3 Web of Shadows for Creative Capers Entertainment 45 In 2005 Kirkbi A S sold Create TV and Film to its chief executive officer Vanessa Chapman and the company was renamed Create Media Ventures Limited The sale included Little Robots but excluded the Bionicle movies which were retained by The Lego Group 46 Create was later dissolved in August 2016 47 Toy production Edit A Lego injection moulding plant in Neuhof an area of Baar Switzerland Lego products are mass produced packaged and shipped on a large scale Lego Produktion AG was a major production facility for Lego It was founded in Switzerland in 1974 48 At the time of its announced closing in 2001 30 of the world production of Lego was produced at the Swiss facility in Baar 49 The Baar facility eventually closed in 2004 50 In April 1962 the Lego Group began producing miniature tires it became the largest tire manufacturing company in 2011 when it produced 381 million tires that year 51 Environmental issues EditThis section reads like a press release or a news article and may be largely based on routine coverage Please expand this article with properly sourced content to meet Wikipedia s quality standards event notability guideline or encyclopedic content policy November 2022 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 52 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 on 31 December 2013 53 54 It is seeking alternatives to crude oil as the raw material for its bricks 55 In June 2015 this resulted in the establishment of 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 56 Gender equality and human rights Edit A set of Lego figures in the colors of the rainbow 2022 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 57 58 In June 2014 it was announced that Lego would be launching a new Research Institute collection featuring female scientists including a female chemist palaeontologist and astronomer 58 59 The science themed project was selected as the latest Lego Ideas winner and was submitted by Ellen Kooijman a geochemist in Stockholm 60 Lego denied claims that the set was introduced to placate criticism of the company by activists 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 61 In June 2021 Lego released a set entitled Everyone Is Awesome to celebrate and recognize the LGBTQ community The set includes over 300 pieces and has 11 monochrome minifigures in the colours of the rainbow 62 In October 2021 Lego Group launched a campaign named Ready for Girls as part of its celebration of the UN s International Day of the Girl The company also announced its plan to remove gender stereotypes from the toy s following a review of a study commissioned by the Geena Davis Institute on Gender in Media 63 On 3 March 2022 during the 2022 Russian invasion of Ukraine the LEGO Foundation stated it would donate approximately US 16 5 million to organizations including UNICEF Save the Children and the Danish Red Cross for emergency relief efforts 64 In April 2022 The LEGO foundation announced the launch of the companies 20 million play based learning initiative The grant program launched as part of Autism Acceptance month is in support of innovative play based learning for neurodivergent children and in turn will award funding to 25 enterprises in support of the innovative learning for autistic children and children with ADHD 65 Logos EditBelow are historical images of the Lego logo throughout the company s existence 66 1934 1936 1936 1946 1946 1948 1948 1950 1950 1953 1953 1954 1954 1959 1959 1964 1964 1972 1972 1998 1998 presentReferences Edit LEGO A S OpenCorporates Retrieved 5 December 2021 Jorgen Vig Knudstorp The LEGO Group Archived from the original on 7 September 2017 Retrieved 6 September 2017 Executive Leadership Team The Lego Group Archived from the original on 18 November 2017 Retrieved 25 November 2017 a b c d e Trangbaek Roar Rude 3 March 2021 Annual Report 2020 PDF The Lego Group Archived PDF from the original on 18 March 2021 Retrieved 30 April 2021 Ownership The Lego Group Retrieved 5 December 2021 About Us The Lego Group Archived from the original on 12 January 2013 Retrieved 9 January 2013 Celebrating 80 Years of LEGO Archived from the original on 30 November 2020 Retrieved 25 May 2019 Here s why Mattel ousted its CEO Bryan Stockton Fortune Archived from the original on 4 April 2020 Retrieved 30 December 2016 Finans Ritzau 4 September 2014 Lego er nu verdens storste Lego is now the world s largest finans dk in Danish Archived from the original on 13 June 2020 Retrieved 28 January 2018 Dual Protection for Industrial Designs Confirmed by Court CCPIT Patent and Trademark Law Office Archived from the original on 7 July 2012 Retrieved 9 January 2013 LEGO Group Press Releases Archived from the original on 27 March 2009 Retrieved 22 October 2007 a href Template Cite web html title Template Cite web cite web a CS1 maint bot original URL status unknown link More than 54 000 copies of Lego products were destroyed Archived from the original on 27 March 2009 Retrieved 22 October 2007 a href Template Cite web html title Template Cite web cite web a CS1 maint bot original URL status unknown link Jurisprudence in intellectual property law The TeleMark Archived from the original on 7 April 2012 Retrieved 9 January 2013 Kirkbi AG et al v Ritvik Holdings Inc Telemark Archived from the original on 7 April 2012 Retrieved 9 January 2013 Mega Bloks wins SCOC ruling on Lego trademark cbc ca Interlego s list of design patents Ipexl com Archived from the original on 26 January 2013 Retrieved 9 October 2012 Frien Bastian 21 August 2012 The Disguised Dane Available Online Accessed on May 4 2012 Cfo insight com Archived from the original on 23 September 2015 Retrieved 9 October 2012 Roar Rude Trangbaek 1 March 2012 LEGO Group sales up by 17 in 2011 Aboutus lego com Archived from the original on 8 September 2012 Retrieved 9 October 2012 Metcalf Tom 13 March 2013 LEGO Builds New Billionaires as Toymaker Topples Mattel Bloomberg Archived from the original on 19 October 2013 Retrieved 15 October 2013 18 percent global sales growth in the first half of 2015 Archived from the original on 20 August 2016 Retrieved 30 December 2016 a b Kottasova Ivana 5 September 2017 Lego slashes 1 400 jobs as sales slump CNNMoney Archived from the original on 5 September 2017 Retrieved 6 September 2017 Tsang Amie 5 September 2017 Lego Will Cut 1 400 Jobs as Profit Dips Despite Big Screen Heroics The New York Times ISSN 0362 4331 Archived from the original on 5 September 2017 Retrieved 6 September 2017 Badenhausen Kurt 23 May 2018 The World s Most Valuable Brands 2018 Forbes Archived from the original on 20 February 2019 Retrieved 19 February 2019 LEGO Group in partnership with Merlin Entertainments Press release LEGO Group 13 July 2005 Archived from the original on 15 June 2009 Retrieved 17 September 2010 PM Legoland Malaysia to be catalyst for development thestar com my 22 September 2012 Archived from the original on 23 September 2012 Retrieved 23 September 2012 First SEA Legoland Hotel for Nusajaya The Sun Daily 25 April 2012 Archived from the original on 17 September 2012 Retrieved 29 April 2012 The Family Behind Lego Sold Legoland In 2005 Now They re Buying It Back Fortune Retrieved 4 July 2022 Overview of all locations Retrieved 21 January 2022 Lego Store Building On A Fun Legacy Majid Al Futtaim Group Archived from the original on 18 August 2019 Retrieved 18 August 2019 a b Overview of all locations Note Stores run by franchisees are listed as Certified Stores Retrieved 30 November 2021 McHugh Connell Ireland s first LEGO store opens in Dublin The Irish Post Retrieved 7 December 2022 Il negozio Lego aprira il 2 dicembre in corso Zanardelli Giornale di Brescia 29 November 2022 Retrieved 2 December 2022 Wharfe Chris 10 August 2022 LEGO Store Leicester Square reopens today as world s biggest store Retrieved 12 February 2023 Narasimhan T E 1 September 2015 Funskool raises its game Business Standard Archived from the original on 5 December 2018 Retrieved 4 December 2018 Mumbai Duty Free s Lego shop in shop a first for Indian sub continent Trbusiness 7 October 2021 Retrieved 11 February 2023 EA and LEGO Interactive Ship Next Generation Videogame Based on Best Selling LEGO Line BIONICLE The Free Library 20 October 2003 Archived from the original on 7 October 2018 Retrieved 19 October 2018 LEGO Media International Introduces Three New Software Titles The Free Library 22 September 1998 Archived from the original on 7 October 2018 Retrieved 19 October 2018 Slaton Joyce 23 February 1998 What Do Girls Want Anyhow Wired Archived from the original on 10 January 2021 Retrieved 19 October 2018 Lego Interactive s E3 plans News Nintendo World Report a b Wallis Alistair 9 November 2006 Playing Catch Up Traveller s Tales Jon Burton Gamasutra Archived from the original on 17 October 2019 Retrieved 19 October 2018 little robots tv series mikebrownlow wix Archived from the original on 10 January 2021 Retrieved 24 March 2019 Ball Ryan 21 January 2003 New Identity for LEGO Media animationmagazine net Archived from the original on 31 December 2015 Retrieved 24 March 2019 Create TV amp Film Defines New Management Structure Animation World Network Archived from the original on 24 March 2019 Retrieved 24 March 2019 Cozens Claire 23 July 2003 BBC denies that Lego link breaches code The Guardian Archived from the original on 24 March 2019 Retrieved 24 March 2019 via www theguardian com Ball Ryan 22 March 2004 Cartoon Network Grabs BIONICLE Movie animationmagazine net Archived from the original on 19 August 2012 Retrieved 24 March 2019 Ball Ryan 18 February 2005 Create TV amp Film Under New Ownership animationmagazine net Archived from the original on 24 March 2019 Retrieved 24 March 2019 CREATE MEDIA VENTURES LIMITED overview Find and update company information GOV UK find and update company information service gov uk Retrieved 13 June 2022 Ole Kirk Christiansen Biography Amazing History of LEGO Company Entrepreneur Success Stories 7 November 2016 Archived from the original on 10 January 2021 Retrieved 20 May 2018 Produktionsstandort Baar am Ende Scharfe Restrukturierung im Lego Konzern NZZ in German nzz ch 2 March 2001 Archived from the original on 22 May 2018 Retrieved 20 May 2018 Preparations of shutdown of factory in Baar Switzerland Lego 27 October 2003 Archived from the original on 21 May 2018 Retrieved 20 May 2018 Terdiman Daniel 4 April 2012 Rolling rolling rolling Lego the world s biggest tire maker CNET Archived from the original on 14 July 2019 Retrieved 14 July 2019 Vestberg Morten Environment Lego Archived from the original on 28 June 2014 Retrieved 3 July 2014 LEGO Group Responsibility Report 2013 PDF The Lego Group p 12 Archived from the original PDF on 14 July 2014 Retrieved 3 July 2014 Vaughan Adam 1 July 2014 Greenpeace urges LEGO to end Shell partnership The Guardian Archived from the original on 6 July 2017 Retrieved 3 July 2014 Venables Michael April 2013 How LEGO Makes Safe Quality Diverse and Irresistible Toys Everyone Wants Part Two Archived 9 September 2017 at the Wayback Machine Forbes 20 April 2014 Accessed 3 July 2013 LEGO Group to invest 1 Billion DKK boosting search for sustainable materials The Lego Group Archived from the original on 19 January 2017 Retrieved 30 December 2016 Gander Kashmira 2014 LEGO told off by 7 year old girl for promoting gender stereotypes Archived 25 September 2015 at the Wayback Machine The Independent 3 February 2014 Retrieved 10 July 2014 a b Alter Charlotte 2014 Soon There Will Be Female Scientist LEGOs Archived 14 March 2017 at the Wayback Machine Time 4 June 2014 Retrieved 10 July 2014 Shron Alina 2014 Lego listens to the girls Archived 2 July 2014 at the Wayback Machine The Copenhagen Post 10 June 2014 Retrieved 10 July 2014 Gambino Lauren 2014 LEGO to launch female scientists series after online campaign Archived 17 June 2017 at the Wayback Machine 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 Archived from the original on 27 November 2014 Retrieved 30 November 2014 Why I designed Everyone is Awesome Archived from the original on 22 July 2021 Retrieved 22 July 2021 Grantham Philips Wyatte Lego announces plans to remove gender stereotypes from toys following global survey USA TODAY Retrieved 19 October 2021 Statement on Ukraine amp Russia LEGO 3 March 2022 Retrieved 5 March 2022 LEGO Foundation launches 20 million play based learning initiative Philanthropy News Digest 7 April 2022 Retrieved 4 May 2022 a href Template Cite journal html title Template Cite journal cite journal a CS1 maint url status link The LEGO Group History Lego 9 January 2012 Archived from the original on 21 April 2019 Retrieved 20 February 2015 External links EditOfficial website Portals Denmark Companies ToysThe Lego Group at Wikipedia s sister projects Media from Commons News from Wikinews Coordinates 55 44 00 N 09 07 15 E 55 73333 N 9 12083 E 55 73333 9 12083 Retrieved from https en wikipedia org w index php title The Lego Group amp oldid 1142426205, wikipedia, wiki, book, books, library,

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