LEGO Competitive Analysis



1996 to Now

Lego launched their website on November 1996.


Current site: 2015


There have been many changes in the website and the brand in the 19 years. Lego launches its first computer game, Lego Island. Lego launches the Lego Creator, which allows fans to create creations online. Lego produces the first licensed theme with Lucasfilm – Star Wars! Lego Mania Magazine issues are changed to Lego Magazine. Many more themes have been created throughout the years after the Star Wars such as Batman and LEGO Movie.

What does LEGO mean?

“LEGO” is an abbreviation of two Danish words “leg godt”, which mean “play well”. Play well is the company name and ideal. LEGO has been around for more than 80 years known for their Lego brick. The Lego brick has won the “Toy of the century” twice.

LEGO was founded in 1932 by Ole Kirk Kristiansen in Denmark. The company used to pass down the company from father to son, but in 2004, Jørgen Vig Knudstorp is the first non family member to be the head of LEGO.

The founder was a master carpenter who started in 1932 making wooden toys and step ladders in Billund, Denmark.

Following the World War II, plastic became available in Denmark. Ole Kirk obtained samples in 1947 of interlocking plastic bricks produced by Kiddicraft, a toy company that was the pioneer of interlocking bricks.Lego purchased their first injection machine in 1947.

In 1949 LEGO made a similar plastic brick to Kiddicraft which we known as today as the Lego brick. Lego eventually acquired the rights to Kiddicraft in 1981.

The brick was launched in 1958 and patented.

Lego is big on fostering creativity and learning and it is their primary goals. Their values are: Imagination, Creativity, Quality, Learning, and Care. They cater to both gender and different age groups. Products are designed to engage at every stage of their development. It all comes down to the needs and interest of the children to the older generation.