LEGO Case

Marketing 301

Main

LEGO Group Founded

1932

Founded in Billund, Denmark by Ole Kirk Christiansen (a carpenter)

First LEGO Sold

1949

Eight-stud Red LEGO Brick

LEGO Refined and Patented

1958

Remains unchanged from this day

DUPLO Bricks are Launched

1967

2x as long, 2x as high, 2x as wide as ordinary LEGO bricks ---- Easier for young hands

TECHNIC Launched

1977

LEGO system aimed at an older segment-- includes gears, beams, and gearboxes

MINDSTORMS Robotics Invention System

1984

Before PC's were in most homes

LEGO Lifestyle Launched

1985 - 1990

Children's clothing and accessories line launched in the late 80's

UK Legoland Opens

1996

Small Robotic TECHNIC Characters Launched

1999

California Legoland Opens

1999

Star Wars Launched

1999

Partners with Star Wars

1999

Licensing Agreement with Lucasfilm Ltd signed for Star Wars (14 themed sets)

Bionicle Launched

2000

Had a storyline!

Named Toy of the Century

2000

The LEGO group received the Toy of the Century award from Fortune

Galidor Launched

2001

Heavy investment in development and launch
Included a TV series
Flopped!

MINDSTORMS 2.0

2001

Marginalised the product internally
Took away nearly all marketing support

Sales Peaked

2002

LEGO Group Sales Peaked

Sales Dropped 25%

2003

Attributed to unsatisfactory performance of movie product tie-ins with Star Wars and Harry Potter (no new films released in 2003)

Millionth RCX Sold

2003

Quattro Launched

2004

CEO/Owner Injects 100 Mil+ Euros

2004

MINDSTORMS still selling out

2004

Clothing Line Pulled

2004

Theme Parks/ Hotels Sold

2004

70% of the company's theme parks and hotels were sold to the investment firm Blackstone Group for $456 million

CEO/Owner Lays off Thousands

2004

$328 Million Loss before Taxes

2004

CEO/Owner/Founder's Grandson Retires

2004

Company Turns Profit

2005

LEGO City Becomes top-selling product line

2006

More traditional than the futuristic one from the late 90's

MINDSTORMS NXT Launched

2006

100,000+ teams, 40+ countries

After the launch 200,000+ products sold

Company Turns Profit Again

2006