Week 2-Post #1-MBA 6101-Lego Rebranding History


LEGO was invented in 1934 by Danish carpenter Ole Kirk Christiansen. He named his company LEGO which is a Danish word also known as "leg godt" which means "play well". LEGO started out as with plastic toys and then soon enough was producing what we now know them as interlocking bricks. Over the many years, LEGO has gone through a number of rebrands however their first logo was not released. The logo that most remember is the 1939-1949 logo but since then has had some variations. All logos kept their capitalization and a shade of red to keep in uniform. 

During one of LEGO's attempts at rebranding, they shifted gears and tried to make more action figures and more complicated sets which took away the creativity of the customer. They had their hands in LEGO branded clothing and watches and also a very successful LEGO movie line with 4 movies made since 2014. This little strategy led to them opening LEGOLAND theme parks around the world which I had the opportunity to explore in California. The theme park really gears towards all audiences, old and young and really brings out your inner-child. 

Fun fact: During the COVID-19 Pandemic, LEGO had a 27% increase in sales between children and adults during the lockdown period. 




LEGO has a personal place in my heart since I have a son who was obsessed with LEGO's and was constantly building some set on my dining room table. He learned how to be creative and have fun which ties into the LEGO brand values, Imagination, Creativity, Fun, Learning, Caring and Quality. 


 

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