Abstract

LEGO Group is the manufacturer of LEGO toys, one of the most popular brands of toys in the world. Lego Toys - ‘The Story of Playful Learning’ describes the success story of the LEGO Group. It also explains the initiatives the company took to adapt its products to the changes in tastes and preferences of children over the years. The LEGO Group’s brand protection efforts are also discussed in detail.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Toys for the development of non-academic skills of children
• Quality maintenance for the success of a brand
• and Brand protection efforts

Keywords

LEGO Group Company, LEGO, LEGO toys, LEGO magazine, LEGOLAND Parks, LEGOLAND, Mindstorms, Educational toys and Toys