Lego Case Study

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Recommended: Economic globalisation

Spencer Richmond
Ms. Hemm
8.2 Writing
Research Paper Final Draft
May 23, 2016

The Globalization of LEGO: A History and Study

Introduction
The original Darth Maul minifigure is so rare and sought after because he is only in six sets. This is an example of brilliant marketing by LEGO because it makes the people that want him pay more and buy more LEGO sets. LEGO successfully globalized through the use of growth strategies, innovation strategies, and effective marketing such as this to become one of the world’s biggest toy empires.

Background
Legos are plastic toys that are very popular in all places that they are sold. LEGO was founded “in 1932 in Denmark, when Ole Kirk Kristiansen founded a small factory for making wooden toys.” It …show more content…

LEGO keeps kids interested by developing new products every two to three years. LEGO is all "about discovering what’s obviously Lego, but has never been seen before." According to the article “How Lego Became The Apple Of Toys,” “if you want to understand how animals live, you don’t go to the zoo, you go to the jungle.” For LEGO, its jungle is made up of play rooms around the world, and the animals they want to observe in their natural habitat are children. In order to study children at play, LEGO has developed the Future Lab …show more content…

Conclusion LEGO has used many growth strategies, innovation strategies, and marketing strategies to globalize. For LEGO, its recent success shows that its business model is clicking into place, though some assembly is still required. It is stretching into new markets and territories and LEGO is now a household name throughout the world. This popularity is not only an example of how LEGO was successful, but of how globalization of companies also leads to the globalization of ideas and culture. For the world, LEGO’s growth allows people from different cultures to find a way to connect. This globalization should be encouraged because it will lead to a more understanding, peaceful world, piece by piece.
Works Cited

Peacock, Seth. “The LEGO© System Makes Co-Creation Painless for The LEGO© Group.”
VCU Honors College. VCU, 2016. Web. 5-4/16.
.
"Awesome! 'Lego Dimensions ' Combining Bricks And Franchises". Apnewsarchive.com. N. p.,
2016. Web. 4 May 2016.
"For Lego, Content Builds Retail Sales And Engagement - Chiefmarketer". Chiefmarketer. N. p.,
2015. Web. 4 May

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