READ OUT LOUDTHE STORY BEHIND

- LEGO-LEGO IS REALLY ENJOYING THE CRISIS

BEFORE YOU START….

please look into your camera and tell us slowly your name, city and country… Then you can start reading this paragraph out loud… Have fun!

After all, they had been making children’s toys for 40 years and assumed they knew what their target group wanted. They went wild and started producing all sorts of futuristic models. Traditional themes

such as firefighters, the police and space travel were given a new and unrecognizable look. Even though Lego still made attractive and high quality toys, children no longer recognized these as having been

made by Lego. Furthermore, Lego’s products no longer appealed to the children’s imaginations. They simply didn’t ‘get’ them anymore. Lego had become a lifestyle brand, whose name was attached to a variety of

products, without checking whether the product was in keeping with the Lego image. The focus was on innovation and the short term. The Lego-brick and its founders’ philosophy took second place. The

number of different types of Lego-pieces, which had been approximately 7,000 for years, rapidly became 14,000. Aside from the fact that this did not contribute to the recognizability or the possibility

of combining various sets, it also led to an explosive growth inproduction, warehouse and logistic expenses.”

- END OF RECORDING-