LEGO: Building a Global Community of Creativity and Fun

LEGO, once burdened with debt, has revitalized its brand by focusing on customer engagement and innovation. CEO Knudstorp's strategy involved listening to adult fans and studying children's play to inform product design. The company has embraced creativity and community, fostering a global fan base. LEGO's diverse design team and strategic expansion, particularly in Asia, have driven significant growth. The company maintains a playful work culture and remains committed to its core principles, ensuring high-quality, fun products for children worldwide.

What was the primary focus of LEGO's CEO Knudstorp to revive the company?

• Expanding into new markets

• Cutting costs and reducing staff

• Launching new product lines

• Rediscovering the core values of LEGO

How did the AFOL community contribute to LEGO's success?

• By investing in the company

• By promoting LEGO in schools

• By providing valuable market research insights

• By designing new LEGO sets

What is central to Knudstorp's vision for LEGO?

• Reducing production costs

• The joy of building

• Increasing sales

• Expanding into digital games

What was the outcome of the Singapore Chinese Girls School's participation in the FIRST LEGO League?

• They won the top prize

• They received a special mention

• They were disqualified

• They finished in last place

What change did LEGO make to its product design philosophy?

• From themed to generic models

• From digital to physical models

• From complex to simpler models

• From simple to complex models

What is unique about LEGO's design team?

• It only hires experienced designers

• It consists of designers from over 100 countries

• It focuses solely on digital design

• All members are from Denmark

What is LEGO's ultimate ambition under Knudstorp's leadership?

• To reduce production costs by 50%

• To dominate the digital gaming market

• To reach every child in every country

• To become the largest toy company in Europe

Where is LEGO's manufacturing center for Asia located?

• Japan

• India

• Singapore

• China

What is the purpose of LEGO's innovative office environment?

• To attract more investors

• To reduce operational costs

• To encourage informal interaction and collaboration

• To increase employee productivity

How did LEGO's revenue growth compare to the global toy market?

• LEGO's growth was slower

• LEGO's growth was stagnant

• LEGO's growth was similar

• LEGO's growth was significantly higher