Lego / Nurharzmira Murat ... [et al.]

• Main Authors: Murat, Nurharzmira, Hassim, Mohd Hazwan, Abang Khalit, Abang Mohd Shafiq, Demong, Mohamad Suhaimi, Piro, Arnold Frederick
• Format: Student Project
• Language: English
• Published: 2013
• Subjects: H Social Sciences (General); Business education; Branding (Marketing); Marketing research. Marketing research companies. Sales forecasting
• Online Access: https://ir.uitm.edu.my/id/eprint/62393/1/62393.pdf; https://ir.uitm.edu.my/id/eprint/62393/
• Institution: Universiti Teknologi Mara

The history of Lego spans almost 100 years of the existence of a toy that grew from small wooden playthings in the early 20th century into the center of a vast market of plastic building bricks that dominated the world markets for decades. It is one of the oldest plastic toys in the world. Its manufacturing was started in Denmark, but was eventually replaced by factories throughout the world. Today it is one of the most successful toys and has remained an iconic brand with a loyal and continuing following. Moved around the world around 1934. Is in the 'Top Ten Toys' around the world. Has been the most popular toy (not to mention, the most successful) and continues to grow today. The traditional date for the first Lego blocks is 1947, and the toys have continued to be produced with little interruption since around that time. Successful brand, Lego, which was conceptualized by Ole Kirk Christiansen, a carpenter from Denmark, who began making wooden toys in 1932, For one tiring, most products never make it past the introduction stage; they die an early death. Second, some products (like some people) avoid premature demise by reinventing themselves. This is what the LEGO Group did. • Tire company had been reinventing itself during the fifteen-year period of 1990 to 2005, launching new products in an effort to recover its customer base and overcome a series of financial crises. Unfortunately, this strategy was unsuccessful. • “new products have even cannibalized on the sales of LEGO Company’s core products and thus eroded earnings.” • Also take-over threat by Mattel Toy Company forced its CEO into action.