555 Taylor Road, P.O.

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Company Overview

The LEGO Group was founded in 1932 by Ole Kirk Christiansen as a private, family-owned

company. LEGO is guided by its motto Only the best is good enough. LEGOs motto drives its brand

values of imagination, creativity, quality, caring and fun. These values make the LEGO Group one of the

top manufacturers of childrens toys in the world. The LEGO Group puts children before all else to focus on

encouraging childrens imagination and inspiring the builders of tomorrow.

Mission and Values

Mission

Inspire and develop the builders of tomorrow

LEGOs ultimate purpose is to inspire and develop children to think creatively, reason systematically

and release their potential to shape their own future experiencing the endless human possibility.

Vision

Inventing the future of play

LEGO wants to pioneer new ways of playing, play materials and the business models of play by

leveraging globalization and digitalization. To LEGO, manufacturing toys is not just about products; it is

about realizing the human possibility.

History

LEGO was born in 1932 in Billund, Denmark, when founder and master carpenter Ole Kirk

Christiansen opened his own workshop manufacturing stepladders, ironing boards, stools and wooden toys.

In 1934, Christiansens company became called Lego, a word derived from the Danish phrase leg godt,

which means play well.

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In 1947, after World War II, LEGO becomes the first company in Denmark to buy a plastic

injection-molding machine for toy production and Christiansen begins producing plastic toys. By 1949,

LEGO has produced almost 200 different plastic and wooden toys, including the Automatic Binding Brick,

the precursor to todays Duplo brick. In 1953, the Automatic Binding Brick is renamed the LEGO Brick

and in 1958, the stud-and-tube coupling system seen on todays LEGO Bricks is patented. In 1954, the

LEGO brand becomes trademarked.

Today, the LEGO Group has transformed. The company has become a global enterprise and one of

the top manufacturers of childrens toys in the world. With hundreds of play sets and products, two LEGO

parks, and producing almost $5.5 billion since its humble beginnings 85 years ago, LEGO has developed

into a company with heart, soul, and brains. With the simple creation of a wooden brick, Christiansens

dream has come true and has inspired the imaginations of children everywhere.

Management

Since its birth, LEGO has developed into a large corporation and now has a Management Board

consisting of five members as well as Corporate Management and Board of Directors.

Management Board
President; Chief Executive Officer
o Jrgen Vig Knudstorp
Vice President Business Enabling; Chief Financial Officer
o John Goodwin
Vice President of Operations; Chief Operations Officer
o Bali Padda
Vice President of Product Development; Chief Marketing Officer
o Julia Goldin
Vice President of Marketing; Chief Commercial Officer
o Loren I. Shuster
Products

LEGO manufactures a wide variety of products designed for children of different genders and ages.

LEGO continues to partner with companies such as Disney and the Sesame Workshop to create new

products with a wider appeal.

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Current Products

Architecture Friends Modular Buildings

Bionicle Ghostbusters Nexo Knights

City MarvelTM Super Ninjago

Creator Heroes Scooby-Doo!

DCTM Super Heroes Mindstorms Speed Champions

Disney PrincessTM Minecraft Star WarsTM

Duplo Minifigures Technic

Elves Mixels Trains

Branch Locations

Billund, Denmark, the birthplace of the LEGO brand, is the headquarters of the LEGO Group.

Billund, Denmark Nuevo Len, Mexico

Enfield, Conn., USA Kladno, Czech Republic

Singapore Nyregyhza, Hungary

London, United Kingdom Jiaxing, China

Shanghai, China

Responsibility

The LEGO Groups mission has always been to inspire and develop the builders of

tomorrow and in order to do this, LEGO has had to ensure a safe and healthy interaction for consumers and

stakeholders. Since LEGOs humble beginnings, the companys aim has focused more towards helping

children than to making money. LEGO wants to leave a positive impact on the builders of tomorrow and to

inspire them to follow their dreams.

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Responsibility to Children

The LEGO Group recognizes the influence a play toy can have on a childs hopes, dreams and

imagination. When children take time to play, they also take time to learn, whether with numbers, shapes,

letters, building or taking apart. Young development depends on the toys that allow children to rely on their

own imagination and seek out their own potential. Since the beginning, helping children has been the main

goal of the LEGO Group.

Responsibility to Stakeholders

The LEGO Group, understanding that the companys actions influence consumers, donors, and

sponsors, chooses to hold itself to high standards.LEGO cares for not only its consumers, but also its

employees and suppliers. Conducting business ethically ensures that the image of the LEGO Group goes on

unscathed and that consumers, suppliers, employees, and stakeholders alike can be proud to be a part of the

LEGO brand.

Responsibility to the Environment

The LEGO Group advocates for a healthy and beautiful Earth for the builders of tomorrow to inherit.

Because of its ambitions for the environment, the LEGO Group has partnered with organizations such as the

World Wildlife Fund to ensure that the world of tomorrow is one the children of today can live in.

The LEGO Groups goals to ensure a healthy future include preventing climate change by reducing

carbon emissions and becoming smarter with LEGO resources and use our materials more responsibly. It is

LEGOs aim to reduce the companys and the suppliers CO2 emissions and to build 100% renewable

energy capacity. LEGOs work with the World Wildlife Fund (WWF) sets ambitious targets to reduce CO2

emissions by improving energy efficiency, and investing in an offshore wind farm to produce renewable

energy to balance global energy use. To control LEGOs resourcing, LEGO wants to innovate sourcing and

use of materials.

A healthy environment is crucial for a healthy future which is why the LEGO Group aims to make a

better future for the children.

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To The Future

The LEGO Group will continue to partner with companies for the support of children and the

environment in order to continue inspiring young minds through creation. LEGO has made the commitment

to find sustainable alternatives to current raw materials by 2030 and to use sustainable packaging for all

LEGO products, while also aiming to improve waste management. The LEGO Group will continue to take

the necessary steps to show the world it cares about its children and the world it leaves for them.

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