LEGO blocks, in addition to being a classic toy, are cult objects of our society. Build the Bible with LEGO bricks? Shooting scenes from Matrix ™ and Star Wars ™ with LEGO? Yes, there are no limits for the Danish brand. Millions of children play with their little blocks around the world, thus stimulating their creativity, their imagination, the development of motor coordination and logical reasoning. In addition, advertising campaigns are always very creative and explore the infinite possibilities of what is possible to build with colorful blocks. It is undoubtedly the most fun playful toy the world has ever met.
The history of Lego
The company was founded on August 10, 1932, by the skilled hands of carpenter Ole Kirk Christiansen, with the help of his son Godtfred Kirk, just 12 years old, in the small Danish village of Billund, where they started to manufacture in a small workshop. some handmade wooden toys, such as carts, trucks, ducklings and piggy banks, to support the family during the period of economic depression that the world was going through. The phrase 'Only The Best is Good Enough' was painted on the company's wall (in Portuguese), used to this day to define the company's philosophy. In 1934, then with six employees, the company officially adopted the name LEGO, formed from the initials of the Danish phrase 'LEg GOdt' which means 'Play Well' (something like Brincar Bem). Coincidentally the word means something like 'I ride' or 'I ride' in Latin. At this time, due to the quality and precision, his toys were winning loyal consumers.
In the 1940s the company started to manufacture dismountable toys until, in 1942, it created the first small pieces of plastic in the shape of a block that fit together and formed figures, animals and other objects. The basic principle of one of the most famous toys in the world was born. At this time a major fire destroyed the company's factory. Despite the tragic incident, Ole Kirk and his son were unmoved and set the company on course again. In 1947 they started to produce plastic toys using a modeling machine. Two years later, the company already produced more than 200 different types of toys, made of wood and plastic, including building blocks, predecessor of those we know today. These blocks would earn the name 'LEGO MURSTEN' (in English LEGO BRICKS and, in Portuguese, LEGO BRICKS) only in 1953. It was at this time that the name LEGO was first printed on the inside of the pieces.
In 1955, the first collection of LEGO toys was launched, consisting of 28 different kits and eight vehicles. Only in 1958 did the LEGO SYSTEM OF PLAY appear, an interchangeable system for assembling and fitting the blocks, creating countless possibilities for shapes. The system was officially patented on January 28 at 1:58 am. This year was also marked by two important events: the first exports of the product to Sweden and the death of Ole Kirk Christiansen. With his son at the head of the business, the company grew rapidly by exporting its toys to several European countries and opening branches across the continent, such as in France, the United Kingdom, Belgium and Sweden. In 1960, the company suffered another loss: another fire destroyed the warehouse where the wooden toys were manufactured and stored. The company then decided to dedicate itself only to the production of plastic toys. From this tragic episode, the success of such small pieces has not stopped. In 1961, the line was already composed of 50 sets, 15 vehicles and several spare parts. At the beginning of the next decade, in 1973, the brand's products began to be officially sold on the American market and became a huge success. In 1976 there were 218 different assembling kits, with color variations, selling almost 19 million units per year. That decade would still see the appearance of little men (the famous mini-figures) always smiling with articulated arms and legs. Then the classic LEGO universe began. Cities were built for figures, there seemed to be no limits on possibilities. In the following decade the brand expanded internationally, officially arriving in Brazil in 1986. At the end of the following decade, in 1999, the LEGO brand launched the first licensed sets with famous characters on the market, further increasing its universe of imagination and attracting fans of great films, characters and cartoons. From this moment on, famous characters like Pooh ™, Star Wars ™, Indiana Jones ™ and Batman ™ would come to life for the colorful LEGO pieces.
The company also grew rapidly by introducing into the market a huge and creative line of toys that have become a real success worldwide. But the appearance of video games and the initial failed attempt to enter this market, along with competition from other manufacturers, put the Danish company in a difficult situation at the beginning of the 21st century, with millionaire losses and almost on the verge of bankruptcy. LEGO, which remains the property of the Christiansen family, has taken drastic measures, such as selling part of its parks, moving part of its production to the Czech Republic and Hungary and reducing its staff by one quarter, thereby achieving stop losses. But the big turnaround happened with the introduction of new toys, especially the articulated kits, extremely complex and that created an even greater realism. With this, the brand also reached the adult audience.
In the past decade, LEGO has found tremendous success also in successful movie-themed kits like Star Wars ™, Harry Potter ™, Spider-Man ™, Jurassic Park ™, Indiana Jones ™, Speed Racer ™, among many others. Despite facing several economic problems at different periods in its history, the brand has never lost its focus and has remained at the forefront in order not to perish. Thus, it was in 2005 when the production of games for LEGO video games started. The first one was Star Wars ™. The success was such that other games based on successful films and characters were launched.
Marketing is a powerful sales tool. But before offering a product, it is healthy to adjust production to demand, otherwise there will be problems. Let the toy manufacturer LEGO say so. In recent years, the iconic building blocks have become so successful that the company has had to curb its ambitious expansion plans. His businesses and his brand went beyond toy stores. For some years, LEGO has invested, for example, in cinema. His first animated feature, 'A Lego Adventure', released in 2014, generated $ 468.1 million at the box office, ranking among the 15 biggest hits of the year in the world. Investments were also made in the area of theme parks, video games, cartoons and in a chain of own conceptual stores. The increased visibility of the brand even brought spontaneous marketing actions with artists exhibiting works made with blocks from the Danish brand. The result was a difficulty in producing the toys and meeting the huge demand. For this reason, the company expanded its plant in Monterrey, Mexico, practically doubling its capacity, to serve the American market; and built a new production facility in the city of Jiaxing in China. In addition, it announced an investment of US $ 150 million in the development of a technology that would allow the abandonment of the current plastic, derived from oil. The first results are expected in 2017. And yet, in 2015, Elsa's sparkling ice castle in 'Frozen', the Millennium Falcon in Star Wars ™ and a stripped-down police station helped LEGO profit like never before. With that, LEGO has been building, block by block, a strong brand and a company that is already the largest toy producer in the world.
Nowadays, LEGO offers toys for children from preschool age (from 1 ½ years to 5 years old) to teenagers aged 16. Despite having a greater presence in this age group, the Danish company has among its loyal consumers many adults who have followed the history of the brand and are still in love with the building blocks and, today, have real relics of one of the most traditional toy brands.
From the simplest pieces, to human figures with articulated arms and to trains and special ships, the blocks have become a reference in the world of toys and an example for educators on how to encourage children's creativity. Nowadays the brand's products are a constant presence in large educational institutes spread over several countries, from pre-school, where traditional lines entertain children and stimulate their concentration and creativity, to universities, where technological lines such as LEGO TECHNIC and LEGO MINDSTORMS allow students to improve in design, robotics and mechatronics, with such precision and realism. With simple operation, LEGO is not simply a toy brand that is based on plug-in parts, but synonymous with the little pieces that are molded according to the imagination. Even though its educational function is the main characteristic for adults to encourage children, it is undeniable that the playful fascination with possibilities is ageless. After all, who never played or wanted to play LEGO to shoot the first block.
1953 ● Launch of LEGO MURSTEN, the famous 'bricks' to fit, predecessor of those we know today. 1954 ● Introduction of doors and windows in their constructions, creating more assembly options. 1961 ● Launch of a line aimed at preschool, under the name THERAPY I, THERAPY II and THERAPY III. 1962 ● Launch of the first LEGO wheels, an important addition that expanded the construction potential of the toy, allowing it to assemble cars, trucks, buses and other vehicles with the original blocks. 1964 ● Introduction of assembly instructions on their packaging, helping and creating numerous possibilities for the consumer. Today, LEGO instruction manuals, much admired for their clarity and creativity, are made with the help of educational psychologists and children who serve as 'game testers'. ● Launch of LEGO MODEL CARS, the first cars in the line. 1966 ● Launch of LEGO TRAIN, a kit formed by the famous locomotives with wagons, rails and accessories. Still in the same year, the locomotives are equipped with a 4.5-volt battery-powered engine. 1967 ● Presentation of LEGO DUPLO BRICK (since 2003 it adopted the name of LEGO EXPLORE), a double building block aimed at younger children to have more safe fun. The main novelty of these pieces was the size, twice the original. The new product was definitely incorporated into the brand's product line only in 1969. It was publicized as the world's first fully integrated toy riding system for preschoolers. ● Launch of the hinges, thus allowing numerous possibilities for assembly. 1968 ● Launch of LEGO elements with magnets. 1969 ● Launch of the LEGO TRAIN line sets with 12-volt motor. 1971 ● Launch of sets with doll houses and pieces of furniture, aimed at the female audience. 1972 ● Introduction of the line of ships and boats with block hulls that actually floated. 1975 ● Launch of LEGO EXPERT SERIES themed kits, aimed at model lovers. 1977 ● Launch of LEGO TECHNIC, which differed from other lines in that it included cog wheels, axles, beams and gears. This line was developed for more experienced consumers (adults) due to the high complexity of its parts and assembly. 1978 ● Launch of LEGO MINI-FIGURES, a line initially composed of seven mini-dolls with articulating arms and legs in the themes Castle (castle), Space (space) and Town (city). 1979 ● Launch of LEGO SPACE, a series composed of mini figures of astronauts, space rockets, lunar vehicles and manned spaceships. 1981 ● Launch of LEGO BASIC sets for children aged three, five and seven years old. ● Launch of the second generation of LEGO TRAIN, now with a greater variety of accessories, including lights, detours, intersections and signals activated by remote control. 1982 ● Launch of LEGO DUPLO MOSAIC and LEGO TECHNIC I, product lines aimed at the school segment, with an educational character. ● Launch of LEGO rope motors. 1983 ● Expansion of the DUPLO line, which now includes even younger children, particularly babies. The line started to offer rattles and figures with adjustable limbs. 1984 ● LEGO launch CASTLE, one of the largest and most popular kits from the brand that explored the universe of kings, queens and knights. 1985 ● Launch of the LIGHT & SOUND sets (light and sound), which included a battery box, thus enabling lights to be emitted and sounds, as well as other accessories that gave LEGO constructions a new degree of realism. 1986 ● Launch, in partnership with the renowned Massachusetts Institute of Technology (popularly known as MIT), LEGO TECHNIC COMPUTER CONTROL, a computer program that controlled robots built with LEGO parts. This invention worked so well that it was adopted by many schools that, until today, use these models in classrooms. 1987 ● Launch in the American market and in some European countries of the famous colored buckets, which contained normal and double LEGO blocks. 1989 ● Inauguration of LEGO DACTA, known as the educational products department, which would be renamed LEGO TECHNIC LAND a few years later. ● The mini-figures now have facial expressions of 'Joy' and 'Sadness'. ● Launch of LEGO PIRATES, a line of thematic kits that addressed the mysterious universe of pirates, including caravels and swords, available in 11 different sets. nineteen ninety ● Launch of the DUPLO ZOO line, featuring several animals. ● Launch of the LEGO MODEL TEAM, with the presentation of three sets, including a racing car and an off-road vehicle, incorporating a level of detail and realism never seen before on any of the lines of the Danish brand. 1992 ● Launch of the DUPLO TOOLS line, consisting of sets to assemble with the aid of a screwdriver, screw and nuts, aimed at children aged three to six years. 1993 ● Launch of LEGO KIDS 'MIX & MATCH WEAR under license between LEGO and the clothing company Kabooki. The new clothes, aimed at the children and youth segment, are currently sold in a hundred stores in the markets of Denmark, Norway, Sweden, Germany, Portugal, the United States and the Netherlands. Currently this line is known as LEGO WEAR. ● Launch of BRICKVAC, a kind of handheld vacuum cleaner, in the shape of a parrot, which quickly and quickly collects blocks from a surface after the game is over. ● Launch of the transparent orange block. 1994 ● Launch of LEGO BELVILLE, a line entirely developed for girls that addressed themes such as family, princesses, fairies, horses and puppies. 1995 ● Launch of LEGO BABY, a segmented line for children from 0 to 2 years old, composed of large, colorful pieces, with sounds and movements, intended for early stimulation, essential for psychomotor development at this stage of life. This line was initially marketed under the name LEGO PRIMO. 1997 ● Launch of LEGO ISLAND, the Danish brand's first computer game. 1998 ● Launch of LEGO MINDSTORMS, a line of smart toys. The kits contained traditional pieces of brand building blocks adapted to fit gears, sensors and motors that could be controlled by a programmable processor, transforming the toy into a kind of robot. 1999 ● Winnie the thematic set launch Pooh ™ (the famous teddy bear from Disney). ● Launch of LEGO STAR WARS ™, a new construction line based on the well-known Star Wars film. The kit, first licensed by the company, became the best seller in the history of the brand, making it a huge success among adults and fans of the series.
2000 ● Launch of the first mini-figures featuring football players. 2001 ● Launch of LEGO BIONICLE, articulated creatures, which would later come to life with the launch of games for computers and video games. ● Launch of LEGO HARRY POTTER ™, a line based on the well-known characters of the little witch. 2002 ● Launch of the LEGO SPIDER-MAN ™ themed kit (Spider-Man). 2006 ● Launch of the licensed LEGO BOB ESPONJA ™ and LEGO BATMAN ™ lines. 2007 ● Launch of the LEGO EIFFEL TOWER, created on demand and after several requests, this kit is a stunning model for construction and visualization, reproducing in the scale of 1: 300 of the most famous tower in the world. From the flag at the top, to the elevators and other realistic details, nothing has been overlooked. The replica of the famous tower to mount is 108 cm, that is, more than one meter high. ● Launch of the LEGO STAR WARS ™ MILLENNIUM FALCON kit, with 5,195 pieces and six kilos in weight. 2008 ● Launch of the LEGO INDIANA JONES ™ kit. ● Launching LEGO MINDSTORMS NXT, stronger and more intuitive than ever, the robotic tool provides endless opportunities for enthusiasts, making it possible to build and program robots that do what you want. The robot's 'brain' featured a powerful 32-bit microprocessor, plus programmable memory. ● Launch of LEGO ARCHITETURE, a line of products (kits) created in partnership with architect Adam Reed Tucker, from Brickstructures, which aims to celebrate the past, present and future of architecture using LEGO blocks. The replica series of some of the most impressive architectural works in the world consisted of four kits: Sears Tower and the John Hancock Center in Chicago, the magnificent Seattle Space Needle tower in Seattle and representing New York the world's most famous skyscraper the Empire State Building. In the following year the line gained two more architectural monuments: the Guggenheim Museum and Fallingwater. 2009 ● Launch of the LEGO SPEED RACER ™ kit, based on the highly successful film. ● Launch of LEGO LED LIGHTING, a new line composed of products with the image of traditional LEGO mini-figures created with LED light (acronym for Light Emitting Diode) in the form of lanterns, beacons, key chains and even lamps to illuminate areas or some specific object. ● Launch of LEGO GAMES, a complete line of six games where the consumer builds the board, the dice and the pieces, and the game may vary with each assembly. 2010 ● Launch of LEGO UNIVERSE, the first MMO (Massively Multiplayer Online) officially licensed based on the LEGO gaming experience. The title was available both through online retail stores and download sites. In LEGO UNIVERSE players must venture into the brand's universe to save the only source of existing pure imagination. No one alone is a match to defeat the villains that invaded the various worlds of the LEGO universe, so it is necessary to join forces with other players and help Nexus Force in combat. 2011 ● Launch of LEGO NINJAGO, a line that revolves around the universe of martial fights and ancient oriental traditions. In addition, the company also launched the Ninjago Spinjitzu Scavenger Hunt, a game in which the old toy gains movement, colors and life on the gadget screen. In this application, the consumer is responsible for controlling plastic ninjas, made of LEGO, in arenas full of challenges. 2012 ● Launch of LEGO FRIENDS, a product line aimed at girls between 5 and 8 years old, composed of five mini-dolls, friends Mia, Emma, Andrea, Stephanie and Olivia. The products have the building blocks and can be remodeled, which provides countless possibilities for fun. The furniture is rich in details and can be rearranged several times and the mini-dolls have several accessories. ● Launching in June of LEGO MINECRAFT ™, sets inspired by the famous video game. Nowadays this line already includes more than ten different sets of pieces, which recreate typical scenarios of the game. 2013 ● Launch of LEGO MINDSTORMS EV3, a line that presents 7 different models of robots for construction. This line offers increased memory and processing capacity of the robot, enabling more advanced configurations and programming. The models are also equipped with sensors that help to identify the environment and the distance of objects, giving a spatial notion to toys. EV3 also communicates with Android and iOS mobile devices and can be controlled remotely by these systems. 2014 ● Launch of the LEGO THE SIMPSONS ™ SERIES kit, consisting of the Simpsons ™ residence, with the right to a car, barbecue and skateboard ramp for Bart, including the whole family and the hilarious Ned Flanders. Fully assembled, the house has a hinge system, allowing it to open in the middle, where you have access to each one's room. In all, there are 2,523 pieces to assemble the house, which impresses by the amount of details. 2015 ● Launch of the kit based on The Bing Bang Theory ™ series. The kit is a replica of the living room of Leonard and Sheldon's apartment, which is the main set of the series. On stage, the seven characters: Leonard, Sheldon, Howard, Raj, Penny, Amy and Bernadette. 2016 ● Launch of LEGO NEXO KNIGHTS, a collection with sets that mix medieval knights, with futuristic technology, something unprecedented in their sets. In addition to the sets, LEGO expanded the franchise to other segments, such as games and animated series. ● Announcement of his first wheelchair doll. This is the first time in more than 80 years of existence that the brand has developed models with some type of disability.
In 2016, the iconic LEGO mini-figures completed 38 years. For more than three decades 4.4 billion units have been produced. The mini-figures were designed by Jens Nygaard Knudsen, a LEGO designer since 1968, who is also responsible for creating wonderful cars, trains and houses, among other successful kits. But he always had the feeling that something was missing. Life was lacking! It was then, that in the early 1970s, he started sawing and filing LEGO pieces until he finally came up with a small figure that combined a LEGO brick with a human shape. The small angular figure had a rounded head, had no facial expression or arms, and its legs were not articulated. This first version was quite successful when it was launched on the market in 1975. But he was not satisfied with the result and continued to work to give his mini figure more 'life'. Eventually there were 50 prototypes, some smaller and some slightly larger. The then president of LEGO, seeing the figures, decided that the new product, baptized with the name of Minifigure, would boost the sales of the brand, which were kind of falling at the time. The new mini-figure, formed by eight parts, folded the body, had eyes and mouth, the arms moved and their hands, shaped like a 'U' or 'C', were capable of holding objects, which opened a new market for accessories and fun toy parts. In 1978 the first LEGO mini-figures arrived in Denmark, in the thematic sets Space (space), Town (city) and Castle (castle) with seven different types. Two months later, the first female mini-figure was making its debut on the market. It was a nurse.
Initially the head was solid, but to avoid the risk of suffocation, it got a hole in the middle, from end to end. This change also allowed new accessories to be fitted to it. The famous dolls of the brand with approximately 5 cm, initially were manufactured only in yellow color and had no sex. This is because the yellow skin color was neutral and better represented all races and ethnicities on the planet. All male mini-figures wore hats until 1979, when designers decided to create the first models with hair. So that the child could decide the mood of his mini-figure, none of them had facial expression, a characteristic that was only adapted to the dolls in 1989, when they gained expressions of happiness or sadness, with good or bad faces. Even this year, pirates were the first mini-figures to have modified body parts: hook in hand and wooden leg. Since then, the mini-figures have taken on various characters such as knights, astronauts, policemen, pilots, football players, divers, explorers, doctors, nurses, kings, queens and even Santa Claus. Composed of head, torso, hips, arms, hands and legs, the mini-figures had a major change in 2003. This year, the brand started to manufacture the Star Wars ™ mini-figures that gained even more exclusive characteristics. With the LEGO Harry Potter ™ line, the dolls' skin has gained more natural tones. With this, a range of opportunities has opened up for the company, which today has agreements with several companies and partnerships with famous characters such as Indiana Jones ™, Batman ™, SpongeBob ™, The Simpsons ™ and Disney ™. In addition, even in 2003, the mini-figures of the NBA ™ Basketball set were launched, the first to have legs with springs, as well as arms and hands suitable for attaching to the rim when simulating buried.
By 2015, more than 4,500 different mini-figures were launched. Approximately 12 mini-figures are produced per second in the world. At Mini-figure heads are hollowed out to prevent accidental ingestion accidents, so there is a greater likelihood of air passing through if swallowed and stuck in the child's throat. A curiosity: LEGO has already released 14 carat gold mini figures (it happened in 2007, when it created 10,000 chrome mini figures of the C-3PO to celebrate the 30th anniversary of Star Wars ™, as well as two 14 carat gold versions) . A second curiosity: Four blocks mounted on top of each other, this should be the maximum height for each mini figure (without considering your hat or hair). The reason is simple, they need to be tall enough to fit into most LEGO vehicles, structures and aircraft. Some LEGO employees use mini-figures as their business card, which are personalized with their names and personal information.
In 2010, due to the huge success of mini-figures, practically ubiquitous in the LEGO world, the company decided to launch a collectible line. Series 1, launched in yellow packs, yes, just like stickers, had 16 mini-figures, such as the nurse, the fighter, the test doll, a cheerleader (cheerleader), a zombie, the magician, the black ninja , the diver, an archer reminiscent of Robin Hood, the skater, the caveman, the clown, the robot, the Indian and a character who seems to have come out of a sci-fi movie. The intention to stimulate the collection of these nice figures was so successful that other series were launched in the sequence. By 2015, 16 series with approximately 230 different mini-figures have been launched. The mini-figures, individually packed and accompanied by a display base and accessories, are sealed and have no identification names, so the surprise is guaranteed when opening the package.
Betting on education For more than 30 years, LEGO EDUCATION, the company's pedagogical arm, together with educators, has played a decisive role in motivating and engaging students in learning, providing a practical experience that encourages learning through physical and digital creation. LEGO EDUCATION, which offers educational and robotics kits, strives to provide a distinct experience for educators and students that combines relevant curriculum, the LEGO block system, teacher training and professional development with its unique principles of learning by doing. Through this teaching and learning approach, LEGO EDUCATION helps teachers develop successful students, who learn more about curriculum subjects and develop 21st century skills, in a playful learning environment. The best type of learning happens when we can use our creativity in the learning process, when we have ideas, we can explore, experiment and get involved with what we are trying to learn - taking advantage of our curiosity and imagining 'what if ...'.
The blocks in numbers ● There are 2,400 different formats of LEGO blocks. ● There are 86 pieces of LEGO for each of the more than 7 billion inhabitants of Earth. ● It is estimated that more than 500 million children play with their products worldwide. ● The blocks are so versatile that LEGO estimates that only six classic 2 x 4 bricks can be arranged in 915,103,765 different ways. ● LEGO produces more than 72 billion components (blocks) per year. ● The blocks are available in 58 different colors. The basic colors of the famous blocks are: blue, black, dark gray, green, light gray, red, yellow and white. ● More than 600 billion LEGO blocks have been produced since its creation. ● Children around the world spend more than 5 billion hours a year playing with LEGO products. ● With production of more than 675 million mini-tires annually, LEGO is the 'largest producer in the segment'. ● Today, every second, seven LEGO boxes are sold worldwide. ● LEGO blocks sold in one year would go around the world 5 times and 40 billion of them stacked would reach the moon. ● A Google search today, returns more than 70,000,000 results with the word LEGO. ● LEGO Star Wars ™ is the most successful line in the brand's history. ● LEGO CLUB (traditional toy fan club founded in 1987) has more than 3.5 million members worldwide. ● Approximately 200 designers from 18 nationalities design and plan products for all different LEGO sets. ● 18 out of every million pieces do not meet the quality standard required by LEGO. The margin of error tolerated in the size of a block is 2 thousandths of a millimeter. ● The maximum temperature for washing the blocks is 40 ° C. ● With $ 10,000 it may be possible to purchase a 2,899-block closed box to assemble a replica of the Statue of Liberty. Launched in 2000, the collection was discontinued, so it became a rarity. Absurd prices are also charged for other collections loved by fans, such as Star Wars ™, Super Mario ™ and Beatles ™.
The fun shops It all started in 1992 when LEGO opened a concept and interactive store in a shopping mall in the city of Minneapolis, Minnesota. Called LEGO IMAGINATION CENTER (LIC), the huge store, in addition to selling the brand's toys, had several sculptures made of LEGO displayed on displays and areas where children could have fun with the traditional blocks, knowing the various possibilities and existing collections . It was so successful that other concept stores were opened in the following years. The most famous of these is located in the city of Orlando, Florida, inside Disney Springs (formerly Downtown Disney). This store has a huge variety of toys and games from the line. But the main attractions are on the outside: a flying saucer with the whole family made of toy pieces, an interactive outdoor playground and a huge snake, nicknamed Brickley, made entirely of LEGO pieces, located in a huge lagoon directly opposite the store. In the United States there are three types of stores: conceptual, normal and outlets. There are approximately 95 addresses all over the country, in addition to Canada. The brand's first own store in Europe, called LEGO BRAND STORE, was opened only in October 2002 in the city of Cologne in Germany, followed by other units in Milton Keyne in England and Moscow in Russia. The success led to other units being opened in Munich, Oberhausen and Hamburg in Germany; Birmingham, Brighton, Bluewater and Kingston in England. Only on December 13, 2010 was the brand's first store opened in its home country, Denmark. Today LEGO has a chain with more than 135 own stores in countries like the United States, Denmark, France, England, Sweden, Germany, Canada, Belgium, Austria and Brazil.
Merlin Entertainments in partnership with the Danish company inaugurated the LEGOLAND DISCOVERY CENTER in the German city of Berlin, a recreation space filled with all the brand's products that invited families through thematic areas to explore and interact in a fun and educational way. countless possibilities that small blocks have to offer. In these spaces it is still possible to know how LEGO products are created and manufactured, to ride small roller coasters and toys, to observe perfect cities made with blocks and to watch incredible videos in 4D. In addition, of course, playing in fun themed areas, such as a playground where children climb, slide down, and have fun in ball pools. There are currently 17 units of these recreation centers located in cities such as Berlin, Chicago, Boston, Atlanta, Dallas, Philadelphia, Kansas City, Shanghai, Istanbul, Tokyo, Toronto and Manchester.
A playful place
With opening scheduled for 2016 or early 2017, LEGO HOUSE is a complex in the city of Billund, Denmark, whose promise is to offer a definitive experience to fans of the brand. Occupying an area of 12,000 m², this experience center should receive an annual audience of 250,000 people. The project is signed by the Danish architect Bjarke Ingels and was designed to resemble 21 large LEGO blocks stacked, where several attractions will be offered. It will be approximately 30 meters high and, from the outside, public access to the various gardens at the top of the building. The public will have the opportunity to learn more about the history of the brand, in addition to finding different educational and inspiring experiences, as well as shops and cafés.
The head office
LEGO's world headquarters and headquarters are located in small Billund, a city 250 kilometers from Copenhagen, where the land is flat and the wind is constant, blowing directly from Greenland and the freezing North Atlantic. Thirst feels like a dream to any adult. The idea of playing at work is really taken seriously at the company's headquarters. The outbuildings are a large playground, with toys, games and even a two-story slide. From colors to furniture, everything was designed to stimulate the creativity and tranquility of employees in the environment. The headquarters also houses a kind of secret underground vault, called the Memory Lane (or LEGO MEMORY LANE), which stores a copy of each LEGO set ever manufactured.
Toy traders, partners and guests arriving at the headquarters are welcomed in a very airy place, which witnesses both the modern world of Danish design and a child's fantasy. The white, spacious walls are highlighted with LEGO sculptures: dinosaurs, abstract shapes, relief art and even a Darth Vader from the movie Star Wars. All created with pieces of playful toy. A modern amphitheater was built for company presentations and to reveal new products. For a time, a single area of the building was especially exceptional, with a passage leading to a fantasy world. To enter, visitors first wear clean aprons and hospital shoes made of paper. Middle-aged big guys find themselves dressed as parents about to enter the delivery room. And that is exactly the idea. One by one, visitors walk into the process of rebirth. In the first room, a television shows war, violence and the chaos of humanity. You can see a table and chair hanging from the ceiling, upside down, representing the world upside down and inside out. Soon after, the delivery room, where a woman gives birth to the sound of music at full volume. The exit door is bordered with broom bristles, representing the vagina.
In the next hundred stages, visitors are guided to the growth process, starting from a room that contains a forest of over-sized trouser legs, which represent the baby phase, to a fork as men and women went through adolescence. The delivery rooms remain for several years, taking visitors back to the time when they might have played with LEGO blocks. Now, imagine a typical visit to a company's headquarters without this kind of relaxation. There is no need to say anything else. After all, LEGO is a company dedicated to the imagination, to the recreation of the world in 900 million different ways. There is no better way to express this concept than to dismantle the perspectives of middle-aged business men and women, making them become children again.
LEGO's headquarters is undergoing a huge expansion. From the outside, the four-story building - dubbed 'People House' - looks like a junction of giant blocks. On the terrace there is mini golf, and practically the entire outside is a public park. Inside, however, the spaces are open and encourage direct contact between people, away from work desks. It will house 4 thousand employees - the population of the city of Billund is just over 6 thousand inhabitants, to give you an idea - and the expectation is that it will be definitely ready in 2020.
Welcome to a world in which imagination comes true. This is the best definition for LEGO theme parks. The first park The brand's theme, known as LEGOLAND (something like Lego Land), opened on June 7, 1968 in the city of Billund in Denmark, registering more than three thousand visitors on its first day of operation. The park had attractions mostly aimed at children, many of them built with LEGO pieces. More than 58 million toy pieces were used in its construction, which formed different types of structures, figures and sculptures. The park quickly became the most visited tourist destination in Denmark. More than 50 million people have visited this park since its opening. The second theme park opened on March 29, 1996 in the city of Windsor, north of London. Among the attractions that stood out: the roller coaster, the merry-go-round, 3-D trips and outdoor leisure shows. With LEGO bricks famous international attractions were recreated, such as the Big Ben tower and the London Eye ferris wheel, London symbols; the Eiffel tower; the Tower of Pisa; the Dutch windmills and the Statue of Liberty. There is also a section called the Hall of Fame, where the faces of famous people, like Marilyn Monroe, have been recreated with LEGO pieces.
The success of these two parks resulted in the opening of units in the city of Carlsbad, California, on March 20, 1999, with more than 60 fun attractions; and Günzburg in Germany on May 17, 2002. Due to serious financial difficulties at the time, 70% of park operations were sold in 2005 for approximately € 375 million to Merlin Entertainments. As a result, numerous modernizations and new investments were made in the parks, which won a new unit in Winter Haven, 45 minutes from the city of Orlando, Florida, which opened in late 2011. This was the fifth and largest LEGOLAND park in the world. Divided into ten thematic areas, the site offers more than 50 attractions, from a roller coaster to a LEGO racing car. Not to mention shows, interactive shows and a botanical garden with native plants. In September 2012, the first LEGOLAND was opened in Asia, located in the south of the state of Johor in Malaysia, which has several attractions, including replicas of the 17 most important cities in Asia made with LEGO pieces. With opening scheduled for October 2016, LEGOLAND DUBAI has more than 60 million LEGO pieces and 40 interactive toys. There will also be an adjacent water version, Legoland Water Park, with 20 fun slides structured with LEGO blocks.
In addition, Billund, California, Winter Haven and Windsor parks have LEGOLAND RESORT HOTEL hotels. The brand's first themed hotel was opened in Denmark, next to the original factory. The second unit was opened in 2012, in Windsor Berkshire, England. Among the differentials of these playful hotels are balconies, showers and lower sinks to suit the height of children, themed rooms, shops (can you guess what?), LEGO chests scattered around the hotel and in the rooms, recreational areas with incredible views game rooms filled with toys from the Danish brand, as well as an entertainment program for children and restaurants, with a menu full of fresh and healthy food for the little ones. Rooms and floors are generally divided into four themes distinct: Adventure (decor similar to Indiana Jones ™ and other action films), Kingdom (medieval decor, with knights and armor), Pirates (decor of pirates) and Friends (something more in the princesses style). Everything in these hotels is reminiscent of childhood, from the LEGO built clock at the entrance, to the carpet that makes funny (fart) noises when you step on it. Guests have direct and private access to LEGOLAND parks.
Campaigns that made history
One of the most brilliant campaigns in Brazilian advertising was created for the Danish brand in 1995 by DM9, even before the agency joined the DDB network. The campaign, made up of a television commercial and printed media pieces, showed what several celebrities did with small LEGO pieces as children. Entitled 'Famous Childrens', it is possible to see in this campaign what celebrities like Steven Spilberg, Madonna, Pele, Bill Gates, David Copperfield, Mike Tyson, Fernando Henrique, Silvio Santos, PC Farias, Boni and Hebe Camargo created with LEGO pieces in childhood. Combining simplicity and good humor, the campaign played with the product itself and with the careers of the celebrities mentioned above. All followed by the campaign slogan 'Making Kids Dreams since 1932'.
The television commercial won the Golden Lion at the Festival de Cannes in 1995. The entire campaign was devised by publicist Nizan Guanaes, who was at the forefront of creating this commercial. The film was produced by JODAF, one of the most recognized producers in the world. In celebration of its 80 years, in 2012 the company decided to create a fantastic animation - with 17 minutes duration - to tell the story and the emergence of LEGO. The animation addresses entrepreneurship in a playful way and explains how the blocks were created, long before they were made of plastic and what is the reason for the LEGO name. The intention is to awaken the nostalgia of 'children already grown up' who once played with the famous building blocks. Watch the animation by clicking on the icon below and understand a little more the story of one of the strongest brands in children's imagination and in the memories of millions of adults.
The visual evolution
The LEGO logo has undergone many modifications during the company's history. Only in 1953 did it definitively adopt red color and an oval shape.
Later, in 1959, the logo adopted a rectangular shape with the words Lego System inside. Only in 1964 was the traditional square format adopted. Finally, in 1973, the logo abolished the word System, adopted a new letter typography and the brand name (in white) was centered, gaining a slight yellow border. The last update took place in 1998.
The slogans Play on. (2003) Just Imagine ... (1999) It's what you make of it. Make your world possible.
Corporate data ● Origin: Denmark ● Foundation: August 10, 1932 ● Founder: Ole Kirk Christiansen ● World headquarters: Billund, Denmark ● Brand owner: Lego A / S ● Publicly traded: No ● Deputy Chairman: Thomas Kirk Kristiansen ● Chairman: Niels Jacobsen ● CEO & President: Jørgen Vig Knudstorp ● Revenue: US $ 5.2 billion (2015) ● Profit: $ 1.34 billion (2015) ● Brand value: US $ 5.362 billion (2015) ● Factories: 5 ● Theme parks: 7 ● Stores: 135 ● Global presence: 140 countries ● Presence in Brazil: Yes ● Employees: 18,500 ● Segment: Toys ● Main products: Toys and games ● Direct competitors: Playmobil, Mattel, Hasbro, Mega Bloks and Cobi ● Icons: The mini-figures ● Slogan: Play on. ● Website: www.legobrasil.com.br The value According to the British consultancy Interbrand, only the LEGO brand is valued at US $ 5.362 billion, occupying the number 82 position in the ranking of the most valuable brands in the world. The brand in the world LEGO, one of the largest toy manufacturers on the planet and arguably the most profitable, sells its products at approximately 120 thousand points of sale located in more than 140 countries, and also has 5 factories located in Denmark, Czech Republic, Hungary, Mexico and China, which employ 18,500 people. In addition, the brand has a chain with 135 own stores and seven theme parks. Owner of $ 5.2 billion in revenue in 2015, with a LEGO kit sold every 7 seconds around the world, the company produced 72 billion pieces (blocks) and 725 million mini-characters, in addition to selling more than 120 million sets. In 2015 the best-selling sets were City, Duplo, Ninjago, Star Wars ™ and Friends. In some Western European countries, out of 10 families with children under 14 years of age, 9 have LEGO blocks. Currently, the toy line consists of 4,200 different elements, found in more than 58 colors and 20 different materials. Did you know? ● LEGO IDEAS is a company project that allows fans / builders to send suggestions for sets (kits). If any of them is well accepted by the public, and goes through the rigid company analysis sector, it could become a real product. ● Since its founding, the company has passed from generation to generation and is now owned by Kjeld Kirk Kristiansen, grandson of the founder. ● In 1992, the largest LEGO castle was set up live on Swedish television. It was made up of 400,000 pieces. In addition, students from the American city of Wilmington erected the largest LEGO tower in the world in 2013. With more than 500,000 pieces, the tower was 33.5 meters high, equivalent to a five-story building. The biggest set of the brand available for sale is the 10189 Taj Mahal, set with 5,922 pieces. This famous Indian monument had its LEGO version released in the summer of 2008.
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