Pr Lego

I. Presentation of the Company: 1. The LEGO Group

1.1. History

The LEGO Group was founded in 1932 by Ole Kirk Christiansen. It is a family company that has passed from father to son and today‟s owner is the grandchild of the founder – Kjeld Kirk Kristiansen. In August 2007, the company celebrated a big anniversary; 75 years had passed since the LEGO Group was founded. From then on, the Group has developed into one of the world most renowned and respected companies. It represents a modern, global enterprise that is now, in terms of sales, the world fifth – largest manufacturer of toys. LEGO products are sold in more than 130 countries.

1.2. Name and Idea

The name LEGO® was given in 1934. It is an abbreviation of the two Danish words “LEG GODT”, meaning “play well”. In Latin the meaning of the word is “I put together”, and in fact, the LEGO system represents many thousands of building elements that can be easily combined in innumerable ways. LEGO is both the name and the idea behind the company. It is LEGO philosophy that “good play” enriches a child‟s life, because it stimulates imagination, the emergence of ideas and creative expression.

1.3. Vision

The purpose and vision of the LEGO Group is to inspire children to explore and challenge their own creative potential. LEGO Group has developed and marketed a wide range of products, all founded on the same basic philosophy of learning and developing - through play.

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1.4. Motto and Brand Name

“Only the best is good enough”

The LEGO Group has emphasized the importance of high quality, ensuring that consumers return to LEGO products again and again.  Children all over the world are fascinated by the LEGO brick in fun and creative play.  Parents appreciate the developmental qualities of the LEGO system and the high quality of the LEGO brick.  Teachers are inspired by the system‟s capabilities of creating and learning through play. LEGO Group positions the LEGO® Brand as a premium brand. The LEGO...