History:

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.
It is the LEGO® philosophy that ‘good quality play’ enriches a child’s life – and lays the
foundation for later adult life. We believe that play is a key element in children’s growth
and development and stimulates the imagination and the emergence of ideas and
creative expression. All LEGO products are based on this underlying philosophy of
learning and development through play.

Only the best is good enough

True to its motto ‘Only the best is good enough’, the LEGO Group has been
emphasising the importance of high quality since 1932, where the founder Ole Kirk
Kristiansen began making wooden toys. High quality and safe products have remained
the focal point for the LEGO Group throughout the years - and it still is, 82 years after
the foundation. LEGO products are tested rigorously to live up to the strictest safety and
quality standards – as well as our own high expectations. This approach has made
children and adults return to LEGO products time and again.

Systematic creativity

LEGO bricks are all part of the LEGO system, which essentially means that they can
easily be combined in innumerable ways – and just as easily be dismantled. The more
LEGO bricks you have, the more fertile your creativity can become.
The combination of a structured system, logic and unlimited creativity encourages the
child to learn through play in a wholly unique LEGO fashion.

A positive impact

The LEGO Group wants to leave a positive impact – be it in respect to the Group’s
stakeholders or the wider community. The LEGO Group is committed to caring for the
environment and the society that children will inherit, and to inspiring and
developing the builders of tomorrow.
Recent Developments
 How Lego Is Constructing the Next Generation of Engineers

With programmable robots and student competitions, Lego is making “tinkering with

machines cool again”

Part of the so-called “maker movement,” Mindstorms’ fanatic online community shares
ideas by uploading plans for new creations to Lego forums and posting videos to
YouTube. Across the globe, schoolchildren belong to leagues and hold tournaments in
which teams are challenged to design, build and program a Lego robot to complete a
specific task related to a theme like climate control or transportation safety. In the
United States, competitions are run by FIRST (For Inspiration and Recognition of
Science and Technology), a nonprofit founded by the seemingly inexhaustible inventor
Dean Kamen (creator of the Segway scooter). Every spring FIRST holds championships
in four robotics divisions, spanning ages 6 to 18. At this year’s three-day Lego block
party at the Edward Jones Dome in St. Louis, 650 teams vied for robotic superiority and
more than $16 million in scholarships to 140 colleges.

 The focus on innovative product development of themes such as LEGO®

Ninjago and LEGO Friends and production close to the core markets
contributed to a highly satisfactory result for the LEGO Group in 2012

The best-selling product lines in 2012 were LEGO City and LEGO Star Wars™,
followed by LEGO Ninjago (launched in 2011). The new product line, LEGO
Friends, delivered a strategic milestone in 2012, selling much better than
expected and becoming the fourth best-selling product line. Even though the
LEGO Group more than doubled its production of LEGO Friends versus
expectations, it was not possible to deliver all of the products demanded.
 WARNER BROS. INTERACTIVE ENTERTAINMENT, TT GAMES AND THE LEGO
GROUP BRING MORE THAN 80 YEARS OF CLASSIC LEGO BUILDING INGENUITY
TO THE DIGITAL SPACE IN LEGO® WORLDS

“LEGO Worlds embodies the physical, LEGO brick-building fun that consumers have
enjoyed for decades, on a digital platform that delivers an entirely new type of
experience with the beloved bricks,” said Tom Stone, Managing Director, TT
Games. “From the brick-by-brick editor, to discovering an expansive range of items,
characters and creatures to populate your worlds – the creative possibilities are
endless.”
  The Creativity of LEGO Building Meets the Epic Story-Telling of LEGO
Videogames for Multi-Dimensional Fun. Fan-Favorite Worlds Converge in
One Thrilling Adventure -- A Dark Knight, a Wizard, and a Master Builder
Traveling Down the Yellow Brick Road is Just the Beginning!
“LEGO Dimensions is unlike anything that we have ever done. It further extends the
LEGO play experience into the digital world with all of the characters, humor and action
of LEGO videogames now combined with the fun of LEGO minifigure and model
building,” said Niels Jørgensen, Vice President, Digital Games for the LEGO Group.
“We are thrilled to expand our partnership with TT Games to explore ways in which
physical and digital LEGO play can merge in meaningful ways for children.”

Mission:
‘Inspire and develop the builders of tomorrow’
Our ultimate purpose is to inspire and develop children to think creatively, reason
systematically and release their potential to shape their own future - experiencing the
endless human possibility.

Vision:
‘Inventing the future of play’
We want to pioneer new ways of playing, play materials and the business models of
play - leveraging globalisation and digitalisation...it is not just about products, it is about
realising the human possibility.
References:

http://www.smithsonianmag.com/innovation/how-lego-is-constructing-the-next-generation-of-
engineers-37671528/?no-ist

http://www.lego.com/en-us/aboutus/news-room/2013/february/annual-result-2012

http://www.lego.com/en-us/aboutus/news-room/2015/june/lego-worlds

http://www.lego.com/en-us/aboutus/news-room/2015/april/lego-dimensions

http://www.lego.com/en-us/aboutus/lego-group/mission-and-vision

http://www.lego.com/en-us/aboutus/responsibility

http://www.lego.com/en-us/aboutus/responsibility/employees