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The LEGO Group

A short presentation 2015


CONTENTS
03 A positive impact
04 LEGO® products for all children
07 Organisation
08 The LEGO Group in key figures
09 A responsible business
11 The LEGO Strategy
12 How LEGO products are made
14 A growing population
15 The history of the minifigure
16 It all began in 1932
18 LEGO Community
21 LEGO Education
21 FIRST LEGO League
22 The LEGO Foundation
23 LEGOLAND® parks
24 Fun LEGO facts
27 Using the LEGO brand name

2 THE LEGO GROUP 2015


A positive impact
The power of play
Play is universal. Children, regardless of their gender, age,
ethnicity, and culture, embrace play for what it is. Play has the
powerful ability to develop children’s social, emotional, and
cognitive skills, which is why we continue to emphasise the
We want to make
importance of ‘good quality play’ as a significant contributor a positive impact
to children’s growth and development. on the world
Endless creativity that all children
When you engage with the LEGO® play experience, you will will inherit. We
get to explore a unique system that combines structure, logic,
and creativity, which enables learning through play by reason­
do so primarily
ing systematically and thinking creatively. The LEGO System through our play
in Play means that all bricks can be combined in countless materials and their
ways, providing you with the opportunity to be endlessly cre­
ative in expressing your imagination. contribution to
children’s learning
A responsible business
Ever since the founding of the LEGO Group in 1932 the core
and development,
focus has always been on providing children with fun and but also by
engaging play experiences of the highest quality. While this doing business
remains the LEGO Group’s primary focus and biggest contri­ President and CEO of the LEGO Group,
bution to the world, the company is also committed to caring Jørgen Vig Knudstorp in a responsible
for the environment and the society that children will inherit. manner.

THE LEGO GROUP 2015 3


LEGO® products for all children
The LEGO Group emphasises the importance of high- LEGO® Classic
quality play that can engage children of all ages, which is While providing children with the core LEGO building
why there is a LEGO® product for every child. The entire experience, LEGO Classic sets also let children build and
range of LEGO sets is graduated in their challenge to invent in an open-ended way. LEGO Classic creative build­
reflect the fact that children grow older and develop. All ing boxes come with classic LEGO bricks and special
LEGO bricks across categories can be combined in parts such as windows, wheels, and roof tiles. No building
countless creative variations. instructions – just a bit of inspiration in enclosed booklets.

Preschool products Play themes


LEGO® DUPLO® is a versatile building system specially Play themes are built up around a story, such as LEGO
designed for little hands. It offers an unlimited source of City, Chima™, Elves, Ninjago, Friends, and many more.
creative play for preschoolers (ages 1½-5) encouraging Apart from the building experience, the child can also en­
them to imagine, build, create, and explore the world. joy many hours of playing with the finished model, rebuild­
ing it and combining it with other sets or themes.
LEGO DUPLO sets are designed to inspire preschoolers Some of the play themes are based on licensed
and their parents with first, fun building and play experi­ products. Here the LEGO Group has acquired the rights
ences. LEGO DUPLO enables children to develop their to recreate the universe and characters in LEGO bricks.
imagination and creativity and to learn through play. With Some examples of series produced by the LEGO Group
LEGO DUPLO, there are infinite ways to play – and learn. under licence include the LEGO® Star Wars™ product line,
LEGO® Minecraft™, and LEGO® Super Heroes products
LEGO® Juniors based on characters from the LEGO® DC Comics™ Super
LEGO Juniors sets contain LEGO bricks and the sets are Heroes and Marvel™ universes.
specially designed for younger children. LEGO Juniors
sets provide a smooth transition from building with LEGO Advanced building and programming
DUPLO bricks to LEGO bricks. LEGO Technic presents realistic and detailed models with
a lot of technical functions. Vehicles like motorcycles, cars,
off-roaders, planes, trucks etc. are part of the LEGO Tech­
nic assortment. With LEGO® MINDSTORMS® EV3, which
was launched in 2013, you can create and programme
robots that walk, talk, think and do everything you can im­
agine. In addition to programming the robots you can also
command them with your smart device or the included
remote control.
4 THE LEGO GROUP 2015
LEGO® Education Teaching Solutions Digital offerings
LEGO® Education delivers a continuum of teaching solutions The LEGO Group delivers digital play experiences that em­
for students in Preschool, Elementary and Middle school. body core LEGO values in new ways with interactive technol­
These hands-on solutions increase student engagement ogy in video games, apps, and online activities, some of
and help teachers achieve impactful learning in science, which integrate physical and digital play.
technology, engineering, computer science and mathematics The LEGO Group aims to provide digital content, play experi­
as well as in humanities, language and literacy. Each solution ences, and tools that inspire and motivate children to live and
provides a distinctive experience combining tiered curricu­ share stories of their own creation. The digital offerings live
lum of rich content, the LEGO system, teacher training and up to the same strict safety and quality standards that con­
assessment tools with unique principles for teaching and sumers expect from physical LEGO sets.
hands-on learning.
LEGO® video games
Together with educators, LEGO Education facilitates whole LEGO video games for consoles, computers, tablets, and
child development and encourages students to think cre­ smartphones enable players to immerse themselves in
atively, reason systematically and develop 21st century skills beloved environments such as LEGO® Star Wars™, LEGO
– enabling every student to succeed. Friends, and LEGO Marvel™ Super Heroes. The video games
build on creativity, fun, strategy, and learning while combining
More information: user-friendly game play, multi-player capabilities, well-known
www.LEGOeducation.com franchises, and a unique LEGO sense of humour that make
LEGO video games a popular way of engaging with the
LEGO brand.

915 million
ways to combine
There are 915 million ways to combine six LEGO bricks
of the same colour.

THE LEGO GROUP 2015 5


6 THE LEGO GROUP 2015
Organisation
Family owned company
The LEGO Group is today owned by the third and fourth anagement
rate M (CM
generations of the Kirk Kristiansen founding family: orpo )
C
Kjeld Kirk Kristiansen and his three children.

Supp ing &


Distr
Plann ution
Kjeld Kirk Kristiansen was appointed President

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Produc
En Qua

Group
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and CEO of the LEGO Group in 1979. In 2004,

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Jørgen Vig Knudstorp succeeded Kjeld Kirk

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Kristiansen as President and CEO of the

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Four strategic business areas are Pro CM va
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Management and Development,
ra

Product and Marketing Develop­ EU Moulding


& DUPLO
ment, and Business Enabling.
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THE LEGO GROUP 2015 7


The LEGO Group in key figures
Turnover 2014 Sold in more
than
28,578 14,762
million
employees
140
D K K end 2014 countries
Highest product Net profit 2014: Capacity
safety: DKK 7,025 investment 2014:
million DKK 3,115 million

0
product recalls for
the 5th year running

8 THE LEGO GROUP 2015


A responsible business
Our ambition is to leave a positive impact on society and the Building a better tomorrow
planet our children will inherit. We do this primarily through We seek to have a positive impact on the world we live in
our play materials and their contribution to children’s develop­ today, and the planet our children will inherit tomorrow, which
ment, but also through our social and environmental sustain­ is why we constantly seek out more sustainable operation
ability efforts. measures; among other initiatives in 2014, we:

Only the best is good enough • Sold all LEGO® products in smaller, FSC-certified LEGO
Growing globally implies many changes, especially when boxes, reducing CO2 emissions by 10,000 tonnes annually.
conducting business in a number of countries where culture, • Engaged more than 2,000 employees and reached ap­
ethics, and standards may vary. It is therefore important that proximately 50,000 children in our local communities with
we continue to live up to our motto of ‘Only the best is good activities that benefit them and their families.
enough’ in ensuring that we provide all children with play • Achieved 9% improvement in energy efficiency in two years,
experiences of the highest quality. To ensure that we live which puts us on track for our WWF Climate Savers com­
up to the strictest safety and quality standards, we invest in mitment of a 10% reduction in energy consumption by 2016
understanding safety concerns and developing approaches compared to 2012 based on the amount of granulate we
to solving these. In 2014, we maintained our world class use to make LEGO bricks.
product safety performance with:
Read our Annual Report and Responsibility Report at
• Zero product recalls for the fifth year running www.LEGO.com/aboutus/newsroom

Reaching children all over the world


2014 was a great year for the LEGO Group in terms of making
important contributions to children’s development and right
to grow. Together with the LEGO Foundation and LEGO Edu­
cation, we have successfully expanded our global presence.
We estimate that we reached more children than ever:

• Approximately 85 million children commercially


• 400,000 children through the LEGO Foundation
• 10 million children through LEGO Education activities

THE LEGO GROUP 2015 9


The LEGO® Strategy
It is the LEGO Group’s aspiration to further globalise and in­ Leveraging digitalisation
novate the LEGO® System in Play through: We consider digitalisation as a way to make our core busi­
ness – the physical LEGO play – even more attractive and
Sustaining core commercial and operational exciting. To do this, we will leverage digitalisation over a broad
momentum range of topics – e.g. integrating physical and digital play,
We will sustain the growth of our core business, covering e-commerce, marketing and our business/enterprise system.
children aged 1½-11, through development of great products
within existing product lines such as LEGO® DUPLO®, LEGO Create the organisation of the future
City, Creator, Friends, etc., but also through developing and We will build a truly global and diverse organisation to meet
launching new product lines. Also, we will initiate ongoing the adaptive challenges, gain competitive advantage against
improvement initiatives within procurement, production and intensifying competition and build required stewardship of
marketing. environment, governance and social responsibility.

Expanding the global presence


We will expand our global presence – eventually reaching
children in every country of the world. We will do this com­
mercially through focus on new emerging markets such
as China, operationally through the establishment of new
factories and organisationally through the establishment of
centrally located main offices.

THE LEGO GROUP 2015 11


How LEGO® products are made
Good ideas come to life Production facilities around the world
Concept and product development takes place prim­ar­ily LEGO bricks are manufactured at the Group’s own fac­
at our Billund headquarters in Denmark. The LEGO Group tories in Denmark, Hungary, Czech Republic and Mexico.
also has a listening post in Los Angeles to help monitor the The locations have been selected in order to be close to
latest trends. The creative core is made up of more than the Group’s most important markets in Europe and North
200 de­signers re­presen­ting 26 nationalities. Most of the America. Furthermore, a new factory is on its way in China to
designers have trained at schools of design, art or serve the growing Asian market. In addition, some elements
architecture. and finished products are procured from external suppliers.

Children decide Precision since 1958 secures compatibility


The designers know a lot about children’s play During the moulding process, the plastic is heated to 230-
patterns, how children develop and the interests of 310°C. It is then injected into the moulds with great force. The
children at different ages. But even so, we keep on pressure can reach 29,000 psi, depending on which element
asking children what they think about new potential is being produced. In comparison, a car's tyre pressure is
product ideas. Every year, we listen to the children’s voices, 29 to 43 psi. On average, it takes ten seconds to cool and
and a lot of new ideas and products are tested. Only the eject new elements. The moulds used in production are
pro­ducts the children vouch for will reach final production. accurate to within four my (= 0.004 mm). All LEGO elements
are fully compatible, no matter when they were made dur­
High quality and safety ing the period from 1958 until now or by which factory.
Systematic creativity is the focal point of all LEGO® pro­
ducts – and so is high quality and safety. If we look at the More than 60 billion elements
youngest children for instance, the size of the element is In 2014, more than 60 billion elements were made,
vital. The preschool elements are large, and thanks to the equivalent to approx. 117,000 elements a minute – or
way they are moulded no bits can become loose. Due 1,960 elements every second. There are more than
to this and other precautions, children from the age of 18 3,500 different elements in the LEGO range – in more
months can play safely with LEGO® DUPLO® products. All than 60 different colours. Each element may be sold in
LEGO elements adhere to the strictest safety standards. a wide variety of different colours and decorations.

12 THE LEGO GROUP 2015


THE LEGO GROUP 2015 13
A growing population
The biggest population group on earth From yellow to a wider range of skin colours
The first LEGO® minifigure appeared on the market in 1978. With licensed products such as LEGO® Star Wars™ and
Since then the little yellow figure has gone from strength to LEGO® Harry Potter™ the minifigure began appearing in
strength. Over the years more than 5 billion minifigures have specific roles, and with LEGO Basketball in 2003 it took on
been produced – making it the world’s biggest population authentic skin colours. In 2004 the LEGO minifigure assumed
group. an even wider range of skin colours when it was decided that
the figures in licensed products should resemble the original
Variety of guises characters as closely as possible. One result was that the
The minifigure has appeared in many guises, including figures in LEGO Harry Potter™ changed from yellow to a
knight, astronaut, police officer, racing driver, Santa Claus, more character authentic skin colour.
crane operator, footballer, explorer, nurse, basketball player,
scuba diver, skier, firefighter, skeleton, pirate, skater, lion and
queen.

From neutral to emotions


When the minifigure first appeared, it was decided that its
face, neck and hands should have only one colour: yellow.
And that its facial features should be happy and neutral.
the biggest
The figure would have no sex, race or role – these would
be determined by the child’s imagination and play. It was
population
not until the launch of LEGO Pirates in 1989 that figures who

5 minifigures
billion
could be good or bad, happy or grumpy were developed
and launched.

Over the years more than 5 billion mini­


figures have been produced – making
it the world’s biggest population group.

14 THE LEGO GROUP 2015


The history of the minifigure
1978: The first minifigures are launched in the themes Town, 2003: For the first time in the history of the minifigure its
Space and Castle. The minifigures bring role play into LEGO® yellow facial colouring is replaced by a more authentic skin
Play. colour in LEGO Basketball where the players even have
hairstyling printed on their heads.
1978: Two months after the appearance of the first minifigures
the first female minifigure arrives on the scene: a hospital 2004: LEGO licensed minfigures no longer have yellow faces
nurse. – Harry Potter, for example, assumes a more natural skin tone.

1989: Minifigures change their facial expressions in the LEGO 2010: Minifigures are launched as collector’s items. Each
Pirates theme. Now they can be either good or bad – and minifigure comes in a sealed “mystery” bag, so you never
can even have a patch over one eye! Some of the figures are know which minifigure you will get. You can exchange
equipped with a wooden leg and hook. minifigures with other collectors to obtain a full collection.

1997: The minifigure comes to life. In the computer game 2014: The LEGO minifigure enters the LEGO Minecraft™
“Panic on LEGO Island” the minifigure makes its first-ever universe and gets a square head.
appearance as an animated character. The launch of
this new game is preceded by extensive experiment in
developing the figure’s movements and language.

1999: With the new Star Wars™ characters the minifigure


makes its first appearance in a specific role. This
personification of the minifigure is later extended to LEGO®
Harry Potter™, LEGO Studios, LEGO Basketball and other
series.

2000: In LEGO Football the minifigure is mounted on a


spring – becoming a functional element. There is further
development with LEGO Basketball – when the spring is
used to activate the figure’s hip movement.

THE LEGO GROUP 2015 15


1932: Master carpenter, Ole Kirk Kristiansen,
starts making wooden toys.

It all began in 1932… 1934: Ole Kirk


chooses the
name “LEGO” for
his company – a
The LEGO Group is a family owned combination of
company with a long history. the first two letters
from the Danish
Here is a short summary of important
words “Leg Godt”
historic events.
meaning “Play well”.

1949: The forerunner


of the LEGO® bricks
we know today is
launched under the
1955: The son of Ole Kirk, Godtfred Kirk name “Automatic
Christiansen, launches the LEGO System in Binding Bricks”.
Play as a structured system of products – the
1958: The LEGO more bricks you have, the more you can build.
brick is launched
with a new coupling
principle, the one we
know today, opening
up to endless
building possibilities.

1962: The company 1969: The LEGO® DUPLO® 1977: LEGO Technic is
invents the LEGO wheel brick for preschool launched – challenging
and thus introduces children is launched. older children to build
movement to the The size of a LEGO like in the real world.
LEGO System in Play. DUPLO brick is twice
the size of a LEGO brick
on all dimensions.
16 THE LEGO GROUP 2015
1989: The LEGO Pirates
theme is launched. The
Pirate minifigures are
the first to have multiple
facial expressions.

1999: The 2001: LEGO Creator


LEGO brick is sets, encouraging
elected “Toy of children and adults
the Century”. to build without
1998: LEGO® rules and limitations,
1980: The Educational MINDSTORMS® is are launched.
Department is launched based on
established. The the collaboration
department, today known between the
as LEGO Education, LEGO Group and
develops and launches Massachusetts
educational learning Institute of
materials based on LEGO Technology, USA,
elements and the idea adding intelligence
that children learn best and behaviour
when actively engaged. to LEGO Play.

1978: The LEGO Minifigure


is launched, bringing role 2012: LEGO Friends is launched introducing
play into LEGO Play. a new mini doll figure aimed at girls.

In developing the System


within the System, Kjeld Kirk
Kristiansen, third generation 2014: The LEGO Movie premieres
of the owner family, injects in cinemas all over the world.
new energy into the
organisation. With the
introduction of product
programmes and themes,
he gives children the right
products at the right age
and for the right purpose.

Learn more about


the LEGO history at www.LEGO.com
LEGO® Community
It is important to the LEGO Group to have close contact Adult LEGO User Communities
with our fans and consumers throughout the world. And to A growing number of adult LEGO enthusiasts have been
this end, we engage in many initiatives to strengthen ties setting up “LUGs” (“LEGO User Groups”) in which to share
between LEGO enthusiasts and the Group. their LEGO hobby. They call themselves “AFOLs” (“Adult Fans
of LEGO”). The LEGO Group has actively developed relations
LEGO.com with approx. 220 “LUGs” with a total of 320,000 registered
LEGO.com is the official website of the LEGO Group. The aim members. The groups have their own websites, blogs and
of LEGO.com is to enhance and deepen the product experi­ discussion forums, and many organise face-to-face meetings
ence through storytelling, creative experiences, social and on a regular basis. The most popular LEGO fan blogs have
community features and showcase the creativity of LEGO more than 300,000 unique visitors each month.
fans of all ages. LEGO.com is more than just an online shop. It
is a place where children, parents and LEGO fans of all ages Collaboration with LEGO User Communities
can play and learn about the LEGO Group’s values and ideas The LEGO Group works closely with adult LEGO users across
through games, stories and activities. LEGO.com is available the globe. Collaboration extends to activities such as events,
in 21 markets and globally over 18 million people visit the site public exhibitions and review of new LEGO products. Collabo­
every month, the majority returning every day – making it one ration also includes giving AFOLs opportunities to get directly
of the most engaging family sites on the internet. involved in product development, as was the case with e.g.
LEGO Architecture and LEGO® MINDSTORMS® EV3, and to
LEGO® Club suggest new LEGO products on the LEGO Ideas crowd­
LEGO® Club builds personal and on-going relationships with sourcing platform. In 2014, four LEGO Ideas products were
LEGO fans aged 4-13 years old directly via print magazine, launched based on user-developed projects uploaded to the
digital content and direct mail/e-mail. LEGO Club engages LEGO Ideas website.
with these loyal fans by offering content suitable to their ages,
likes and dislikes so that Club members feel recognised and The “LEGO Ambassador programme”, which was first intro­
rewarded. duced in 2005, became the LEGO Ambassador Network
(LAN) in 2014 and got its own website. The LAN consists of
LEGO Club currently has 5 million registered members representatives from currently 220 Recognised LEGO User
across 18 global markets. Groups worldwide. The purpose of this programme is to ex­
pand mutually useful relations between the LEGO Group and
its loyal, talented and committed adult users.

18 THE LEGO GROUP 2015


Some LEGO fans have turned their passion for building and The LEGO Group has also set up a page on LinkedIn, aimed
creating with LEGO bricks into a full-time or part-time profes­ at jobseekers, and a Twitter channel, which by the end of
sion. Twelve of those fans have been appointed LEGO Certi­ 2014 had more than 200,000 followers, and an official YouTube
fied Professionals and have been officially recognised by the channel with more than 500,000 subscribers.
LEGO Group as trusted business partners.
Furthermore, the LEGO Group has pages on Google+,
LEGO® Inside Tour Instagram, Pinterest, Vine, and a LEGO TV app with more than
Each year it is possible to join a very exclusive visit to the 1,400,000 installs.
LEGO Group. LEGO enthusiasts from all over the world take
part in these Inside Tours. During the tour, guests learn about
the company’s history, culture and values, they meet LEGO
employees, who work in many different areas of the business,
and have close-quarter encounters with LEGO designers,
who engage the fans in building competitions with LEGO
bricks.

LEGO.com
Social Media
The use of social media is expanding at an explosive rate,
and consumers across the world increasingly expect an
open dialogue with companies and organisations in which
they are interested.

21
The LEGO Group wants to engage in dialogue with con­
sumers, for instance via social media, because staying close
to our consumers is one of the key factors behind the LEGO
Group’s success.

In May 2011, the LEGO Group presented its official LEGO page
on Facebook. The company was permitted to take over the
page from a LEGO fan who had set up the page in 2008. By
the end of 2014, more than 10 million people had registered local sites
that they “liked” the official LEGO Facebook page.

THE LEGO GROUP 2015 19


LEGO® Education FIRST ® LEGO® League
LEGO® Education plays an essential role in sparking student FIRST® LEGO® League is an annual science and technology
engagement through hands-on experiences that encourage competition for children and youth aged 9 to 16 years. The
learning through physical and digital creation. competition was established in 1998 in collaboration between
the American non-profit organisation FIRST (For Inspiration
Playful learning experiences and Recognition of Science and Technology) and the LEGO
By delivering a distinctive experience combining tiered cur­ Group to increase children’s and youth’s interest in science
riculum of rich content, the LEGO system, teacher training and mathematical/technical subjects.
and assessment tools with unique principles for teaching and
hands-on learning, LEGO Education supports teachers to Team work
facilitate playful learning experiences and develop success­ Teams are made up of up to 10 members competing against
ful students who learn more about curriculum subjects and other teams in various disciplines. The teams build their own
develop strong 21st century skills. LEGO® MINDSTORMS® robots and compete with them on a
special obstacle course. In addition, the teams solve a real-
From Preschool to Middle school – and Afterschool world challenge.
LEGO Education provides a continuum of teaching solutions
for students in Preschool, Elementary and Middle school as 265,000 children involved
well as activities for Afterschool. In the 2015 season, 265,000 children from more than 80
- LEGO Education Preschool solutions develop children’s countries will be involved in FIRST LEGO League and they
social skills and ability to collaborate. will explore the fascinating world of waste from collection, to
- LEGO Education in Elementary lays the foundation for life­ sorting, to smart production and reuse. The tournaments in
long learning and sparks students’ desire to learn by igniting each individual country are organised by a number of
curiosity, creativity and critical thinking in literacy, math­­ non-profit organisations. Globally FIRST LEGO League is
ematics, science, social studies, design and engineering. supported by companies like e.g. National Instruments, 3M
- LEGO Education in Middle school encourages students to and Rockwell Automation, companies that also have the goal
become critical thinkers, while using the skills they need for of contributing to increasing children’s and youth’s interest in
a digital future. LEGO Education’s solutions focus on real-life science and technology.
application, develop students’ STEM skills and adhere to lo­
cal curriculum targets within science, technology, engineer­ More information on FIRST LEGO League is available at
ing and mathematics (STEM). www.FIRSTLEGOLeague.org
- In Afterschool, LEGO Education delivers activities and en­
gaging programmes that complement the traditional learn­
ing experience.

More information: www.LEGOeducation.com THE LEGO GROUP 2015 21


The LEGO Foundation
The LEGO Foundation shares a mission with the LEGO As part of the ongoing commitment to providing children
Group: inspire and develop the builders of tomorrow. with better opportunities to reach their full potential, the
LEGO Group owner family has decided to entrust 25% of the
The Foundation aims to build a future where learning through ownership of the Group to the LEGO Foundation to secure its
play empowers children to become creative, engaged, activities.
lifelong learners. It does this by promoting systemic, scalable
change in partnerships with others by transforming attitudes Visit www.LEGOFoundation.com to learn more.
and behaviours to learning through play.

22 THE LEGO GROUP 2015


LEGOLAND® parks
LEGOLAND® parks plus the unique LEGOLAND Windsor Resort Hotel which
LEGOLAND parks are family parks in which children enter an opened in 2012. Over 80 million LEGO bricks have been used
exciting world of adventure built of LEGO® bricks. The LEGO to create the thousands of LEGO models across the Resort.
Group sold its four LEGOLAND parks in 2005. The purchaser
was Merlin Entertainments plc which has continued to invest LEGOLAND® California
in and develop the existing parks and open new LEGOLAND The third LEGOLAND park opened in 1999 in Carlsbad, USA,
Resorts around the world. Today there are six parks: Florida 30 miles north of San Diego. Like the other LEGOLAND Parks,
and California, USA; Germany; Denmark; Malaysia; and UK; LEGOLAND California combines interactive attractions, family
with three more scheduled to open in Dubai, Japan and activities, shows, restaurants, shops and LEGO models. More
South Korea, in the next two years. While hotels have been than 35 million LEGO bricks were used in the construction of
added to all the parks, several parks have ‘second gate’ the park’s 15,000 LEGO models.
attractions, like waterparks or Merlin global attractions,
such as SEA LIFE aquariums. Merlin have also developed LEGOLAND® Deutschland
a second LEGO based attraction – LEGOLAND Discovery The fourth LEGOLAND park opened in 2002 in Günzburg in
Centres – which are small indoor attractions with 11 already Southern Germany. A total of 55 million LEGO bricks were
operating worldwide and several others in development. used to build life-size giraffes and hippopotami and to create
KIRKBI A/S (owning 75% of the LEGO Group) owns 29.9% of interactive games and learning. Attractions and shows also
Merlin Entertainments plc. help to give the visitor a fun and exciting experience.

LEGOLAND® Billund LEGOLAND® Florida


The park opened in 1968 and quickly became Denmark’s The park opened in 2011 and is a 150-acre interactive theme
most popular tourist attraction outside the capital, Copen­ park dedicated to families with children between the ages
hagen. In 2012 the park celebrated visitor number 50 million of two and 12. Located in Winter Haven, just 45 minutes from
since the opening in 1968. More than 60 million LEGO bricks Orlando and Tampa, the park features more than 50 rides,
have been used to create the unique environment with shows and attractions – including a water park.
knights, pirates, cowboys, polar explorers and other impres­
sive LEGO models. LEGOLAND® Malaysia
LEGOLAND Malaysia is the first LEGOLAND park in Asia. It
LEGOLAND® Windsor Resort opened in 2012. The family theme park has more than 40
A second park was opened in 1996 – in Windsor. The LEGO­ interactive rides, shows and attractions. The 15,000 LEGO
LAND Windsor Resort is located approx. 22 miles west of Lon­ models found throughout the park are created out of 50 mil­
don, with Windsor Castle as its nearest neighbour. The Resort lion LEGO bricks. LEGOLAND Malaysia covers 76 acres – the
features over 55 interactive rides, live shows and attractions same area as 50 full-size football pitches.
THE LEGO GROUP 2015 23
Fun LEGO® facts
• LEGO® products are on sale in more than 140 countries. • In 2014, approx. 27 billion LEGO elements were made at
• The LEGO Club has 5 million members worldwide. the factory in Billund, Denmark – equivalent to more than
3 million elements an hour or approx. 52,000 a minute.
• On average, every person on earth owns 102 LEGO bricks.
• In 2014, 1.6 million sets per week, on average, containing
• With a production of over 650 million tyres in 2014, the
more than 27 billion LEGO elements were packed at the
LEGO Group is one of the world’s largest tyre manu-
LEGO factory in Monterrey, Mexico.
facturers.
• The new high-bay warehouse at the LEGO factory in
• Laid end to end, the number of LEGO bricks produced in
Kladno, Czech Republic, has a total capacity of approx. 200
2014 would reach more than 24 times round the world.
km of shelf space with room for approx. 360,000 storage
• If you built a column of about 40 billion LEGO bricks, it boxes with LEGO elements. The automated cranes in the
would reach the moon. high-bay warehouse can handle approx. 1,300 boxes per
• In the manufacture of LEGO bricks, the tolerance of the hour.
knob is 2/100 mm. • 5 million LEGO® DUPLO® elements are moulded daily at
• Over the years, approx. 760 billion LEGO elements have the LEGO factory in Hungary – if you laid them in a line, it
been manufactured. would stretch 84 km.
• In 2014, the LEGO Group achieved a global production • In 2014, more than 550 million minifigures and mini doll
of more than 60 billion elements – equivalent to approx. figures in total were produced. If you put them next to each
117,000 elements a minute or 1,960 elements every other in a line, it would stretch almost 14,000 km.
second. This resembles the trip Billund – Boston – Budapest
• In 2014, the 1x1 round plate was the LEGO element pro­ – Billund.
duced in the largest numbers. A total of approx. 2 billion • Ole Kirk Kristiansen, the Founder, came up with the name
1x1 round plates in various colours were moulded. “LEGO” in 1934. He took the first two letters of the Danish
If the transparent version of the 1x1 round plate is added, words “LEG GODT”, meaning “play well”, and combined
the total production amounts to approx. 3.4 billion them – quite unaware that one meaning of the word in
elements. Latin is… “I put together”.

24 THE LEGO GROUP 2015


Over the years, approx. The LEGO® Club
760 billion 5
LEGO elements have
been manufactured
million
Global production members
of more than
60 billion
elements in 2014

On average,
every person on
40 billion earth owns
LEGO bricks 102 LEGO In 2014, approx.
would reach 500 million minifigures
the moon bricks were produced

THE LEGO GROUP 2015 25


Using the LEGO® brand name
Produced for the LEGO Group by
Please help us protect our brand name: Corporate Communications.
• The LEGO® brand name should always be written in capital letters. © 2015 The LEGO Group.

• The LEGO brand name must never be used as a generic term LEGO, the LEGO logo, the Minifigure,
or in plural or as a possessive pronoun, e.g. “LEGO’s”. DUPLO, LEGENDS OF CHIMA, NINJAGO,
MINDSTORMS and LEGOLAND are
• When the LEGO brand name is used as part of a noun, it must never appear trademarks of the LEGO Group.
on its own. © 2015 The LEGO Group.

It should always be accompanied by a noun. For example, LEGO set, LEGO © 2015 Lucasfilm Ltd & ™.
products, LEGO Group, LEGO play materials, LEGO bricks, LEGO universe, etc. All rights reserved.
™ & © Warner Bros. Entertainment Inc.
• The LEGO brand name must be accompanied by the Registered symbol ® in ™ & © DC Comics
headlines and the first time it appears in copy text. ™ & © Marvel & Subs.
However, the ® is never to be used in connection with a company name THE LEGO MOVIE © The LEGO Group
& Warner Bros Entertainment Inc.
– e.g. the LEGO Group, LEGO GmbH, LEGO Systems, Inc. etc.
© 2015 Notch Developments AB.
MINECRAFT is a trademark of Notch
Developments AB.
MOJANG is a
Thank you for helping us! trademark of Mojang AB

41 6 4
5

Tryksag 5

THE LEGO GROUP 2015 27


The LEGO Group
Aastvej
7190 Billund
Denmark
Tel.: +45 79 50 60 70
www.LEGO.com
The LEGO Group
A short presentation 2015