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Key people at Lego.
The LEGO Group's mission is to inspire and develop the builders of tomorrow through creative play and learning, focusing on quality products that stimulate fun and education. The company is 75% owned by the Kirk Kristiansen founding family through KIRKBI A/S, and the remaining 25% is owned by the LEGO Foundation, which aims to make play-based learning a global reality.
While children aged 5-12 remain a core audience, LEGO has strategically expanded to include parents who value educational play, teenagers seeking complex builds and licensed themes, and a significant adult market (AFOLs). This expansion includes developing challenging, collectible sets like Creator Expert and Architecture, and leveraging licensed themes such as Star Wars and Harry Potter, which appeal to adult nostalgia and a desire for accomplishment.
LEGO continuously innovates based on its 'System in Play' philosophy, offering challenge-graduated products from DUPLO for toddlers to advanced sets for adults. The company integrates digital platforms like online gaming, video games, and apps to merge physical and digital play experiences, while also involving children in concept and product testing to ensure relevant and engaging products.
LEGO's strategic shift to target adults has significantly contributed to its financial growth. The company reported a 27% revenue increase in 2021 and reached DKK 64.6 billion in revenue in 2022, growing by 17%. This strategy has enabled LEGO to consistently outperform competitors and gain market share, even in a declining toy market, by tapping into a new segment seeking complex builds and stress relief.
The LEGO Group contributes to social and educational development through LEGO Education, which offers playful learning experiences and teaching solutions from preschool to middle school, partnering with educators for STEM development. Additionally, the LEGO Foundation, funded by 25% ownership of the Group, aims to promote learning through play globally, focusing on critical thinking, creativity, and social skills development in early childhood, education, and communities.
The LEGO Group's mission is to inspire and develop the builders of tomorrow through creative play and learning, focusing on quality products that stimulate fun and education. The company is 75% owned by the Kirk Kristiansen founding family through KIRKBI A/S, and the remaining 25% is owned by the LEGO Foundation, which aims to make play-based learning a global reality.
While children aged 5-12 remain a core audience, LEGO has strategically expanded to include parents who value educational play, teenagers seeking complex builds and licensed themes, and a significant adult market (AFOLs). This expansion includes developing challenging, collectible sets like Creator Expert and Architecture, and leveraging licensed themes such as Star Wars and Harry Potter, which appeal to adult nostalgia and a desire for accomplishment.
LEGO continuously innovates based on its 'System in Play' philosophy, offering challenge-graduated products from DUPLO for toddlers to advanced sets for adults. The company integrates digital platforms like online gaming, video games, and apps to merge physical and digital play experiences, while also involving children in concept and product testing to ensure relevant and engaging products.
LEGO's strategic shift to target adults has significantly contributed to its financial growth. The company reported a 27% revenue increase in 2021 and reached DKK 64.6 billion in revenue in 2022, growing by 17%. This strategy has enabled LEGO to consistently outperform competitors and gain market share, even in a declining toy market, by tapping into a new segment seeking complex builds and stress relief.
The LEGO Group contributes to social and educational development through LEGO Education, which offers playful learning experiences and teaching solutions from preschool to middle school, partnering with educators for STEM development. Additionally, the LEGO Foundation, funded by 25% ownership of the Group, aims to promote learning through play globally, focusing on critical thinking, creativity, and social skills development in early childhood, education, and communities.
The LEGO Group is a Danish company globally renowned for its iconic interlocking plastic brick system. It designs and markets play materials that encourage creative building and imaginative engagement. This proprietary system, adaptable across countless themes, provides a versatile platform for users to construct models, fostering cognitive and motor skill development through hands-on interaction.
Founded in 1932 by Ole Kirk Kristiansen, the enterprise began as a small carpentry workshop in Billund, Denmark. Kristiansen's core insight into play's value led him to name his company LEGO, an abbreviation of "leg godt," meaning "play well." This philosophy guided the company's evolution to its signature plastic brick, demonstrating a commitment to inspiring creativity.
LEGO products attract a broad demographic, from children to adult enthusiasts, engaging them with open-ended building experiences. The company’s vision focuses on inspiring and developing tomorrow's builders, striving to impact society by nurturing creative potential. This commitment highlights the lasting importance of learning through play.
Key people at Lego.
The LEGO Group is a Danish company globally renowned for its iconic interlocking plastic brick system. It designs and markets play materials that encourage creative building and imaginative engagement. This proprietary system, adaptable across countless themes, provides a versatile platform for users to construct models, fostering cognitive and motor skill development through hands-on interaction.
Founded in 1932 by Ole Kirk Kristiansen, the enterprise began as a small carpentry workshop in Billund, Denmark. Kristiansen's core insight into play's value led him to name his company LEGO, an abbreviation of "leg godt," meaning "play well." This philosophy guided the company's evolution to its signature plastic brick, demonstrating a commitment to inspiring creativity.
LEGO products attract a broad demographic, from children to adult enthusiasts, engaging them with open-ended building experiences. The company’s vision focuses on inspiring and developing tomorrow's builders, striving to impact society by nurturing creative potential. This commitment highlights the lasting importance of learning through play.
