The aim is to associate the LEGO brand, name, logo and company activities with the following concepts and qualities: "In my vision – in my dream – the LEGO name is associated not only with our products and with the company. It expanded to producing plastic toys in 1947.In 1949 Lego began producing, among other new products, an early version of the now famous interlocking bricks, calling them “Automatic Binding Bricks”. The first company logo was used on correspondence, shipping labels, and other printed materials, but not yet on toys. The latest product line of LEGO group is LEGO Ninjago. The more advanced Lego Technic was launched in 1977. By 1951, plastic toys made up half of the company's output. See more Companies in this Industry:Household/Personal Care. It operates through the Consumer and Tesa Business segmen... Black & Decker history, profile and history video In 1995, the LEGO Group formulates the following objective: “We want consumers by 2005 to view the LEGO brand as the strongest positioned in the world among families with children.” The objective is part of the company’s “strategic platform”, designed to create a uniform mindset and language within the company, which will clarify for employees the shape of future plans. Later the company also begins to broadcast five values designed to support and guide the company in maintaining the right focus. LEGO history, profile and history video “The name ‘LEGO’ is an abbreviation of the two Danish words “leg godt”, meaning “play well”. Today the company manufactures, markets and distributes consumer products. It was his conversation with an overseas buyer that led to the idea of a toy system. The results will be shared with schools as part of an educational project. "Guided by his belief that all people owe something to the society in which they live, Alonzo G. Decker, Jr. gave generously to a variety of organizations by dona... CompaniesHistory.com gathers and offers History and Presentation/Corporate Videos from the biggest and most successful companies in the world(Top Forbes, Fortune 500 and The World’s Most Powerful Brands). To understand strategic risk management at the LEGO Group, you need to understand the company's strategy. It’s our name and it’s our ideal. Copyright 2020 © Companies History - The biggest companies in the world All rights reserved. Earlier this year, LEGO (now being run by Bali Padda, as Knudstorp has moved into a role where he can expand the brand globally) announced its highest ever revenue in the company’s 85-year history. Also, if you represent a big company and you want to list it on our website, please get in touch with us using one of the methods listed below. LEGO Brand Framework is the LEGO Group’s mindset on the brand and the values we attach to it. The blocks snapped together, but not so tightly that they required extraordinary effort to be separated. Lego started making plastic toys in 1947, and it was the first company in Denmark to use a plastic injection-molding machine. LEGO the Super-Brand. Weird & Wacky, Copyright © 2020 HowStuffWorks, a division of InfoSpace Holdings, LLC, a System1 Company. Belville and Clikit pieces can interlock with regular Lego bricks as decorative elements. Information about the device's operating system, Information about other identifiers assigned to the device, The IP address from which the device accesses a client's website or mobile application, Information about the user's activity on that device, including web pages and mobile apps visited or used, Information about the geographic location of the device when it accesses a website or mobile application. Ole Kirk Christiansen at his desk, 1934. “The name ‘LEGO’ is an abbreviation of the two Danish words “leg godt”, meaning “play well”. This motto was created by Ole Kirk to encourage his employees never to skimp on quality, a value he believed in strongly.The motto is still used within the company today. A unit o... Avon Products, Inc. history, profile and history video It is a combination of classic toys and so-called spinners were established at the beginning of 2011, beyond expectation s and become the biggest product in company history. The Beauty category cons... Beiersdorf AG history, profile and history video It has come a long way over the past almost 80 years – from a small carpenter’s workshop to a modern, global enterprise that is now, in terms of sales, the world’s fourth-largest manufacturer of toys. The idea of the LEGO vision and objective to become the strongest brand among families with children is regularly supported by new initiatives such as the brand statement from the late 1990s: Just imagine. The brick in its present form was launched in 1958. Its product categories are Beauty, Fashion and Home. Beiersdorf AG is engaged in the development, manufacture and distribution of skin and personal care products. New elements are often released along with new sets. The bricks, originally manufactured from cellulose acetate, were a development of traditional stackable wooden blocks that locked together by means of several round studs on top and a hollow rectangular bottom. By 1954, Christiansen’s son, Godtfred, had become the junior managing director of the Lego Group. ". Our products have undergone extensive development over the years – but the foundation remains the traditional LEGO brick. 1936. It’s our name and it’s our ideal. The company has passed from father … By 1951 plastic toys accounted for half of the Lego Company’s output, although Danish trade magazine Legetøjs-Tidende (“Toy-Times”), visiting the Lego factory in Billund in the early 1950s, felt that plastic would never be able to replace traditional wooden toys. Strategic platform is a component of the Compass management programme that emerges in 1995 and, apart from the above “Corporate Strategic Intent”, consists, among other things, of The LEGO Vision (formulated in 1988) and the fundamental mission statement: “Children are our vital concern”. It’s just a matter of getting the imagination going – and letting a wealth of creative ideas emerge through play.”. We also share information about your use of our site with our social media, advertising and analytics partners who may combine it with other information that you’ve provided to them or that they’ve collected from your use of their services. The company has passed from father to son and is now owned by Kjeld Kirk Kristiansen, a grandchild of the founder. Play promise, partner promise, planet promise and people promise. The Lego Group’s Duplo product line, introduced in 1969, is a range of simple blocks which measure twice the width, height and depth of standard Lego blocks, and are aimed at younger children. A concept which can be defined by the words: Idea, exuberance and values.". LEGO’s wooden cars, 1938. This is why we are proud to have been named twice – “Toy of the Century”.