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http://epn.dk/brancher/mode/leg/article5119953.ece
http://epn.dk/brancher/mode/leg/article5149734.ece
- TLC had a 4 Billion dollar turnover 2012.
- and had 11.088 employed (by the end of 2012)
Google Chrome translated Billund to London for some reason.
http://mobile.businessweek.com/articles/2013-05-23/life-size-x-wing-fighter-worlds-biggest-lego-model-lands-in-new-york
Lego Star Wars’ strong sales numbers at the start also masked the company’s deeper financial problems in the early Aughts, so much so that it came as a shock to company’s directors that the Lego Group was nearing bankruptcy in 2003. Most crucially of all, Lego’s management drew the wrong lessons from Lego Star Wars, its first intellectual-property deal—principally, that all future growth would come through brand extensions and innovation.
“They were just innovating like mad, trying everything, and a lot things they frankly weren’t good at,” says Robertson, whose book, due out in June, chronicles how Lego lost its way embracing all the vogue business precepts of the late Nineties—“be customer driven,” “practice disruptive innovation,” “head for blue-ocean markets.”
The exact same vogue business precepts I hear from my company :(.
LEGO loves to say that AFOLs are 5% of the market, but that doesn't have enough information in it to be useful.
Is it:
5% of sets purchased?
5% of number of total customers?
5% of total dollars spent?
Makes a difference what the 5% refers to.
I suspect the number may well be lower than 5% when it comes to total number of customers, the new lines like Ninjago and Friends have brought in millions of new kids.
But the adults have deep pockets and can outspend the kids by a lot.
Anyway back on topic, Star Wars was the reason I got back into Lego
They also claim to know of what, 250k AFOLs? Which would put their target child market around 100 million kids? I'd be curious to punch in some country stats and see how that lines up...
DaveE
Both with large models, UCS sets, more adult themes like LOTR, but then also with Friends and Ninjago.
So perhaps it has held steady, but in my experience such things don't tend to stay the same over time, few things do. :)
It is quite possible that the number is just a guess, many people assume a large company must have fancy market research, but sometimes they don't. Sometimes they just make stuff up, they are human after all.
To satisfy our curiosity, I'll ask what the methodology was, and if the figure has been revisited more recently.
http://finance.yahoo.com/news/send-kid-lego-school-155727177.html
My daughter's too old until the high school opens but it makes me think my husband should have pursued that quality engineer position in Billund :).
If I had to guess, they probably have a pretty good handle on how many adult-targeted products to manufacture-- but it's likely much harder to know how much of the kid-targeted stuff actually sells to adults, and how many adult-targeted sets get sold to non-AFOLs.
DaveE
http://m.epn.dk/brancher/mode/leg/ECE5633558/lego-udvider-med-800-job/
Interesting that GAMES was mentioned now we have heard they are ending the line.
... And Chima is almost their top selling brand, mainly due to te asian market. Interesting!
http://m.epn.dk/brancher/mode/leg/ECE5915943/bomstaerke-lego-er-ustoppelig/
;)
Google translate this article to hear the LEGO chairman "Niels Jacobsen" answer the question "What's your recipe for success?" right after recieving the award as "Scandinavia's Best Chairman 2013"
http://epn.dk/job/ledelse/ECE6470403/lego-formanden-afsloerer-sin-opskrift-pa-succes/
https://www.nytimes.com/2018/08/31/business/energy-environment/lego-plastic-denmark-environment-toys.html
When clicking on the link I thought there would be some news on how they had found a formula to replace the ABS bricks, as opposed to only the plant based alternative for the flexible pieces made from polythene already in production. Disappointing article, and 2 minutes wasted of my time.