Advertising and Promotion of Lego
Lego is a child's plastic construction set for making mechanical
models. The name comes from the combination of the Danish "leg godt",
which means to "play well." The company believes that play is the
essential ingredient in a child's growth and development. It grows the
human spirit. It encourages imagination, conceptual thinking and
creation. The Lego mission is to nurture the child in each of us, and
this means that they actively encourage self-expression through
creation, thus enabling children of all ages to bring endless ideas to
life. The Lego experience is playing, learning, interacting,
exploring, expressing, discovering, creating and imagining - all with
a heavy dose of fun. Their real
audience is the child in each and every one of us - the child that
needs to be nurtured and developed, encouraged and inspired, the child
who wants to play and create. Lego offerings create a universal
language across age, gender and culture, yet, at the same time, we all
have a unique relationship with the brand. The Lego play materials are
organised in four portals that each reflect the different experiences
they provide. The four portals are:Pre-school is a complete discovery
system from birth to school age, Make & Create is about construction,
building processes and creations, Stories and Actions is driven by a
story, universe, character and/or competition, Next highlights the
latest and most innovative constructivism concepts. These groups have
come about via the brand re-branding its entire product range and
introducing a new slogan to simplify what the Lego brand stands for.
Lego says that in the past, consumers have been confused by the
different sub-brands, such as Lego Technic, Duplo and Primo, and not
realised that they were all part of the Lego group. Each of these new
categories will be represented by their own set of colours.
The hard edge bricks that fundamentally built the popular toy industry were created by a Danish master carpenter form Denmark. Ole Kirk Kristiansen purchased a workshop in the small town of Billund and began to build houses and furniture. When the Great Depression started becoming an intimidating force to close his workshop permanently, he reached for his real passion creating toys for kids in 1932. The time was even harder in 1934 for Kristiansen, combating the loss of his wife and raising 4 young boys and founding LEGO. While it is true Ole Kirk was not the first to create these plastic bricks, he was the first man to introduce the “Automatic Binding Bricks” and they were altered off a British inventor who created a comparable product called the “Kiddicraft brick”. The role Ole Kirk Kristiansen played in the evolution of popular toys is ingenious. His invention is still admired by young to old people all over the world today. Ole Kirk’s impact can be unstated through the candy colored bricks he produced, his significance as a pop culture icon, and lasting presence of his legacy of LEGO in today’s society.
With all of the designing that was happening in the company, it helped to shrink its profits. Lego City was a popular toy for children but the redesigning shrank the sales and attention the product was once getting. A worker of Lego said it well when he said, “Management was to blame, the same people who were doing crappy products then are making world-class products today” (Greene). Essentially the managers and higher up executives didn’t communication what direction the company should be going. They didn’t have a strategy to follow and tell their employees. With no clear strategy and communication in place, things were a free for all. This lead to the declining profits and stability of the company. Lego assumed that if the designers were able to create whatever they saw fit, that somehow it would lead to a breakthrough in the toy maker’s product line. However, this ideology backfired with high production costs and low profit margins.
Total sales revenue of the different products the corporation offers are recorded jointly for one single income statement. When considering the impact LEGO Friends has had on the overall growth of the corporation, one must consider the actual sizeable contribution it could have potentially made in respect to the sheer number of available theme lines the company offers. However, despite the line only being a fraction of the available products, in 2012 it was the fourth top-selling line overall (behind City, Star Wars, and Ninjago) and the second most successful new release of the year out of a total of 15, which together contribute to more than 60% of the company’s profit.15 Therefore, by analysing general revenue and income one could get a
...re as same as the audience use in their everyday life. Easily connecting to the audience, with visual, audio and performer’s performance” one can imagine himself/herself in performer’s shoes.
Any agency that uses children for marketing schemes spend hundreds of billions dollars each year world wide persuading and manipulating consumer’s lifestyles that lead to overindulgence and squandering. Three articles uncover a social problem that advertising companies need to report about. In his research piece “Kid Kustomers” Eric Schlosser considers the reasons for the number of parents that allow their children to consume such harmful foods such as ‘McDonalds’. McDonalds is food that is meant to be fast and not meant to be a regular diet. Advertising exploits children’s needs for the wealth of their enterprise, creating false solutions, covering facts about their food and deceiving children’s insecurities. It contains dissatisfaction that leads to over consumption. Children are particularly vulnerable to this sort of manipulation, American Psychological Association article, “Youth Oriented Advertising” reveals the facts upon the statics on consumers in the food industries. The relationship that encourages young children to adapt towards food marketing schemes, make them more vulnerable to other schemes, such as, advertising towards clothing, toys and cars. Article writer of “The relationship between cartoon trade character recognition and attitude toward product category in young children”, Richard Mizerski, discusses a sample that was given to children ages three to six years old, about how advertising incurs young children that are attracted too certain objects or products on the market.
reaffirms the audience’s values and attitudes” (695). With this, we can start to dissect the
he Lego Company was first started in 1916 in Denmark concentrating on building houses and furniture for all farmers. Lego company found its niche in the year 1932 when the first wooden type building blocks were created by that moment lego company had found the purpose in creating toys for small children. Thelego toy product was developed further more and eventually the wooden blocks were developed out for plastic kind of pieces. Lego comany effectively grew its brand by evolving several more product lines for different kind of age groups and specializing its development and production process. However, Lego company, as well as the rest of the toy industry had to experience very slow growth in the period of 1993 to 1998. The declining growth was initially attributed to a declining youth aggresive population in key
The company LEGO has been around since 1949 (Wiki), and has created a dominate market for plastic blocks used by kids of all ages, but has been losing interest in children since then. So LEGO and 360PR had an idea to reestablish themselves as a brand with the youth by encouraging parents to force them on their kids. The campaign was called Builders of tomorrow. After doing research among parents, and how they get info about parenting tips, LEGO implemented their dialogue to parents through a website. The website featured stories about builders of tomorrow, using accomplished famous people telling their childhood stories involving LEGOs in their childhood. The website featured
“Theatre is like a gym for the empathy. It’s where we can go to build up the muscles of compassion, to practice listening and understanding and engaging with people that are not just like ourselves. We practice sitting down, paying attention and learning from other people’s actions. We practice caring.” (Bill English of the SF Playhouse). This quote accurately summarises the purpose of Children’s Theatre, to help the growth and understanding of children whilst also keeping them entertained through theatrical techniques. The National Theatre’s Cat in the Hat, along with our performance pieces of Cranky Bear and Possum Magic all showcased these techniques in a number of ways, whilst also subconsciously coinciding with the child development theories
Every theatergoer may consider the question: What is it about performance that draws people to sit and listen attentively in a theater, watching other people labor on stage and hoping to be moved and provoked, challenged and comforted? In Utopia in Performance, Jill Dolan “argues that live performance provides a place where people come together, embodied and passionate, to share experiences of meaning making and imagination that can describe or capture fleeting intimations of a better world (p.2)”. She traces the sense of visceral, emotional, and social connection that we experience at such times, connections that allow audience members to sense a better world, and the hopeful utopic sentiment might become motivation for civic engagement
LEGO company had some crisis during 1992 until 2004 which led to the downfall of the company. Since 1992, LEGO’s profits had turned down and unfortunately in 1998, it posted its first ever loss which was at £23 million. Moreover, 1000 employees of the company were laid off in the exact same year of their loss. The first LEGO products featuring licensed characters which were not designed in-house were LEGO Star Wars and Winnie The Pooh. They were created in 1999. While in 2000, LEGO Harry Potter characters to figures from other Steven Spielberg movies were created. The head of the LEGO Concept Lab, Soren Holm said, “Even though toy weapons had always been hotly debated, but since the company released the LEGO Star Wars, LEGO has been
Thom, P (1992), For an Audience: A Philosophy of the Performing Arts (Arts and Their Philosophies), Temple University Press
Nowadays, advertising is a very big business. Very often is the major means of competing among firms. Furthermore, supporters of advertising claim that it brings specific benefits for consumers.
Then audience members who were perfect strangers who were screaming loudest would turn to each other with knowing glances and smile because they were sharing the same excitement and connecting with one another over their love of this man’s music. There was no pushing or shoving to get closer to the stage – it wasn’t that kind of crowd. Instead, there was mutual respect for one another’s space within the confines of the too-small venue. Nobody wanted to be the person who ruined it for someone else. It was this respect that made the audience members’ connections with one another that much stronger – we were all here to listen to this wonderful man’s music and see his performance – and, of course, we were here to enjoy it.