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!

This is a brand that almost everyone has grown up with. With sales in more than 130 countries and a target group that ranges from age 2 to age 99, it produces toys that 400 million people per year play with, during a

total of 5 billion hours. Surprisingly, it also produces 381 million tires a year - making it the largest tire producer in the world: Lego.

In Billund, a rather non-descript little town in Denmark, life revolvesaround one thing; Lego. In the reception hall of the Lego Group,while waiting for my meeting, I become acquainted with the magic

of the Lego brick. After all, what else does one do in a waiting room,accompanied by boxes full of Lego bricks? That is the power of Lego.After a tour of the (closed to the public) Lego museum in the original

Lego workplace, located in the center of Billund, I meet Per Hjuler. Per is Senior Vice President of the Lego Group, and is responsible for the brand, as well as for communications and concept development.

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