LEGO System A/S is a Danish toy production company based in Billund. It is best known for the manufacture of Lego-brand toys, consisting mostly of interlocking plastic bricks. Over the years, LEGO has branched out to launch products such as LEGO® Education’s Coding Express, Steam Park, BricQ Motion Prime, BricQ Motion Essential and Spike Prime.
LEGO materials are a great platform for introducing young children (ages 5 to 8) to scientific and engineering concepts. The company has even found immense success in its operations with the GCC, in the Middle East, mainly Dubai in the UAE. LEGO has managed to win “Toy of the Century” twice and it is no surprise why.
LEGO Learning is a scalable learning system based on the familiar LEGO brick that is intuitive, inclusive and adaptable. Students become confident, life-long learners through unlimited possibilities for hands-on, playful STEAM learning. Complex and abstract concepts become simple and easy-to-understand and implement, making kids able to tackle real-world problems and solve them successfully.
LEGO offers a journey of joyful experiences. A journey in which peers are actively engaged in real-world storytelling. A journey where to create, share and to bring about diverse solutions is to inspire design. A journey where collaboration to solve complex problems is a path to diversity and more success along with building real-world relations.
Product
When LEGO started out, it was just a small toy company from Denmark. This company had a signature product, they made bricks. Bricks that could be, and are used by not only children, who were the main target audience, but also adults across the world. LEGO brick designs are extremely simple and versatile. Sticking true to their roots has a big hand to play in the lasting legacy of this company.
There is no doubt that LEGO will continue to remain relevant and stay on the top of the toy mountain for another 100 years.
Brand equity
LEGO, with its globally loved products and their designs have developed a certain bond with people from across the world. To stay relevant after almost 100 years of starting out is no small feat in any way. This has only been made possible by the beauty of the company’s ability to become synonymous with the definition of fun for people of all ages. It is recognizable and loved by kids and adults all over the world. The company has made a name for itself and has made sure to live by its quality and promises.
Partnerships
For a company to remain relevant through the ages, it must also be able to cooperate with other companies at times. Partnerships are often the way that LEGO has taken to form lasting bonds with their consumers to remain socially and globally relevant. Their partnership with NASA was to further the education of young youth regarding Space studies. Partnership with Facebook (to create a series of videos for the “Kronkiwongi” project), Ferrari/McLaren/Porsche (to create LEGO Speed Champions Series of vehicles, and Snapchat (to create a new Snapchat lens (LEGO Batman movie)) are just some examples.
Company values
“Play well”, Imagination, Creativity, Fun, Learning, Caring, and Quality. These are values LEGO upholds and boasts since it began operation. This is a company that looks for its customers to have a good time and enjoy themselves. This they have done only with incredible focus on all its products, building a fantastic brand, and staying close and true to their core values. LEGO looks to create great experiences which will stay with the consumers longer than their products.