Lego Roberto Ortiz
The Lego Group The LEGO Group is a privately held company based in Billund, Denmark. The company is still owned by the Kirk Kristiansen family who founded it in 1932. The LEGO Group is engaged in the development of children’s creativity through playing and learning. Based on the world-famous LEGO® brick, the company today provides toys, experiences and teaching materials for children in more than 130 countries. The LEGO Group has approximately 10,000 employees, and it is the world’s third largest manufacturer of play materials.
Values Imagination: Curiosity asks, ”Why?” and imagines explanations or possibilities. Playfulness asks what if? and imagines how the ordinary becomes extraordinary, fantasy or fiction. Dreaming it is a first step towards doing it. Free play is how children develop their imagination – the foundation for creativity Creativity Creativity is the ability to come up with ideas and things that are new, surprising and valuable. Systematic creativity is a particular form of creativity that combines logic and reasoning with playfulness and imagination. Fun Fun is the happiness we experience when we are fully engaged in something that requires mastery (hard fun), when our abilities are in balance with the challenge at hand and we are making progress towards a goal. Fun is both in the process, and in the completion. Fun is being active together, the thrill of an adventure, the joyful enthusiasm of children and the delight in surprising both yourself and others in what you can do or create. Learning Learning is about opportunities to experiment, improvise and discover – expanding our thinking and doing (hands-on, minds-on), helping us see and appreciate multiple perspectives. Caring Caring is about the desire to make a positive difference in the lives of children, for our partners, colleagues and the world we find ourselves in, and considering their perspective in everything we do. Going the extra mile for other people, not because we have to – but because it feels right and because we care. Caring is about humility – not thinking less of ourselves, but thinking of ourselves less. Quality From a reputation for manufacturing excellence to becoming trusted by all – Lego believes in quality that speaks for itself and earns it the recommendation of all.
The Lego Brand is one of the most recognized and trusted in the world. When people see the Lego logo they can expect a quality product. Although the current logo has served Lego well, it is the same one that been used since the 70s. An update to the logo could benefit the company.
The Lego Brand one of the most recognized trusted in the world. When people see the This Logo willis contemporize the brandand and create a deeper connection Lego logo they canand expect a quality product. between brand the products it produces. The logo will be impactful but still recognizable as Lego. Although the current logo has served Lego well, it is the same one that been used since the 70s. An update to the logo could benefit the company.
The versatility of of Lego makes it appeal totrusted children various beThe Lego Brand is one the most recognized and in theof world. Whenages, people see the tween 3-15. Lego logo they can expect a quality product. Although the current logo has served Lego well, it is the same one that been used since the 70s. An update to the logo could benefit the company.
SWOT Analysis
Strengths 1.Incorporates educational features to develop key skills in young children 2. Strong brand name across the world in over 100 countries 3. Encourages goal oriented play and problem solving 5. Strong product portfolio 6. Lego based theme parks are extremely popular tourist destinations 7. The brand has also diversified into video games, TV and movies, merchandise etc 8. Top of the mind brand recall owing to TVCs and extensive advertising
Weaknesses 1. Imitation of products and brand name is a concern 2. Intense competition means high brand switching and also loss of market share to online games
Opportunities 1. Organize competitions in schools 2. Diversify more into other segments 3. More branding exercises to reach out to newer segments
Threats
1.Video games 2.Cartoon channels 3.Internet 4. Outdoor games 5. Other similar companies
Expanded Target Market
NAME: Billy Noonespecial
Age: 9 Gender: M/F Location: Income Level: Social Class: Middle- upper class Occupation: none Education: no degree Marital Status: unmarried Hobbies: arts and crafts, toys, videogames, building things.
Mood Board
Competitor Analysis Mega Bloks is the primary competitor of Lego. They are the most successful Lego clone currently competing in the industry. Mega Bloks’ products function almost exactly like Lego and they’re cheaper.
Another similarity to Lego is the number of 3rd party license agreements the company holds from popular franchises such as: Halo, World of Warcraft, Barbie, Power Rangers and Hotwheels.
Competition lie in companies who have similar goals in building the creative capacity of children. Play-doh line of Hasbro specializes in a modeling compound, similar to clay, that is targeted towards Children. Build-a- Bear workshop is a chain of stores that allows one to create their very own custom Teddy bear
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The Goal wit this new logo is to completely replace the old one. This will become the logo that permeates the social consciousness as the Lego Logo. The overall design creates a better connection with the brand and the products associated with it. It echoes the original while screaming something new and contemporary, but is still playful and reminds one of those tiny building bricks.
“It’s what you make it”
For educational Purposes only
Roberto Ortiz