7/29/2019 Massolution NYC 2013: LEGO

1/15

LEGO Crowd businessEducating Corporate and Crowd

!"#$!"#$%&'#$("(%&)*+,-(++

7/29/2019 Massolution NYC 2013: LEGO

2/15

The LEGO Group At a glance 2The LEGO Group 2013 Troels Lange Andersen

The LEGO Group at a glanceHigh Brand Affinity UsersEducating Corporate and Crowd

Agenda

!"#$!"#$%&'#$("(%&)*+,-(++

7/29/2019 Massolution NYC 2013: LEGO

3/15

7/29/2019 Massolution NYC 2013: LEGO

4/15

The LEGO Group At a glance 4The LEGO Group 2013 Troels Lange Andersen

At a Glance

23,405

turnover2012

operatingmargin

employeesEnd 2012

of this yearssales arenovelties

Sold in morethan

countries

8 years ofconsecutiveg

rowth

3rd largesttoy companyin the world

million 34%

3 13060%

12.26

4

Danishfamily owned

More than

!"#$!"#$%&'#$("(%&)*+,-(++

7/29/2019 Massolution NYC 2013: LEGO

5/15

The LEGO Group At a glance 5The LEGO Group 2013 Troels Lange Andersen

LEGO Products

LEGO MINDSTORMS

LEGO Technic

LEGO DUPLO

Play themes

Creative Buildi

ng

!"#$!"#$%&'#$("(%&)*+,-(++

7/29/2019 Massolution NYC 2013: LEGO

6/15

The LEGO Group At a glance 6The LEGO Group 2013 Troels Lange Andersen

LEGO Development Process (LDP)

Strategy Concept Project ProjectKick-off

Concept

and

Business

Product Campaign Launch

PORTFOLIO TRACK PROJECT TRACK

20 monthsbefore

launch

12 monthsbefore

launch

6 monthsbefore

launch

!"#$!"#$%&'#$("(%&)*+,-(++

7/29/2019 Massolution NYC 2013: LEGO

7/15

High Brand

Affinity Users!"#$

!"#$%&'#$("(%&)*+,-(++

7/29/2019 Massolution NYC 2013: LEGO

8/15

High Brand Affinity Users 8The LEGO Group 2013 Troels Lange Andersen

LEGO user groups

24 LEGO User

Groups

169.000members

50 LEGO UserGroups

31.000

members

126 LEGO User

Groups

3.900members

!"#$!"#$%&'#$("(%&)*+,-(++

7/29/2019 Massolution NYC 2013: LEGO

9/15

High Brand Affinity Users 9The LEGO Group 2013 Troels Lange Andersen

AFOL LUGAdult Fans of LEGO LEGO User Groups

Spend on LEGO products

for themselves during 2011

150 GROUPSDKK1.7 billion

Support User Community driven activities e.g. Build the

Change events, AFOLs at LEGO World, ReBrick.com

Create and share online

content (videos, images)

135.000 members

ORGANIZEpublic eventsand displaysattracts millions of visitors

(3,7 mio in 2011).

LEGO Fans & Lead Users

200200.00

0

!"#$!"#$%&'#$("(%&)*+,-(++

7/29/2019 Massolution NYC 2013: LEGO

10/15

High Brand Affinity Users 10The LEGO Group 2013 Troels Lange Andersen

Open Innovation

LEGO CUUSOO

LEGO Architecture

LEGO Mindstorms

!"#$!"#$%&'#$("(%&)*+,-(++

7/29/2019 Massolution NYC 2013: LEGO

11/15

High Brand Affinity Users 11The LEGO Group 2013 Troels Lange Andersen

Road to 10.000 votes

Crowd sourcing

Minecraft2 days

BTTF272 days

Registered users

412.000

Active Projects

5.500

Monthly Unique

533.000

Returning visitors

75,9%

!"#$!"#$%&'#$("(%&)*+,-(++

7/29/2019 Massolution NYC 2013: LEGO

12/15

EducatingCorporate & Crowd!"#$

!"#$%&'#$("(%&)*+,-(++

7/29/2019 Massolution NYC 2013: LEGO

13/15

Educating Corporate & Crowd 13The LEGO GroupThe LEGO Group 2013 Troels Lange Andersen

Open Innovation:

Standard:

Co-Exist

Strategy Concept Project ProjectKick-off

Concept

andBusiness

Product Campaign Launch

PORTFOLIO TRACK PROJECT TRACK

20 monthsbefore

launch

12 monthsbefore

launch

6 monthsbefore

launch

TLG TLGTLG TLG

In to In In to Out Out to In Out to Out

!"#$!"#$%&'#$("(%&)*+,-(++

7/29/2019 Massolution NYC 2013: LEGO

14/15

Educating Corporate & Crowd 14The LEGO GroupThe LEGO Group 2013 Troels Lange Andersen

What are the main challenges

1. Product lead time to market.2. Trusting crowd predictions and indicators of market potential.3. What happens when LEGO are already working on product that turns up in the community.4. Our competitors are looking.5. We risk showing our internal strategy.6. The community has a very detailed memory.7. Mass retail & Crowd trends.8. Supply chain reaction.9. Employees feel their job is at risk?

Corporate & Crowd

!"#$!"#$%&'#$("(%&)*+,-(++

7/29/2019 Massolution NYC 2013: LEGO

15/15

Educating Corporate & Crowd 15The LEGO GroupThe LEGO Group 2013 Troels Lange Andersen

Inspire and Develop

the Builders of Tomorrow

Our Mission:

!"#$!"#$%&'#$("(%&)*+,-(++