LEGOs empire is built on more than just blocks
LEGO Games with the popular titles like Star Wars and Avengers is a hit. You will get a good LEGO buy with great offers at Coolshop.
Let us go back to 2007. In a news article you can read that LEGO is worried about the future. Electronic toys and game consoles dominate children’s world, and LEGO blocks are about to be pushed aside.
The Danish business-giant is on the retreat and does not dare to believe in new market shares in the future. Now let us go forward to 1st of March 2016. A euphoric LEGO director Jørgen Vig Knudstorp literally cannot keep his arms down. On a stage in London under the eye of the world’s media he can announce yet another phenomenal profit for the company. In 2015 financial year the company had 35 billion Danish crowns (around 4,2 billion pounds), which was an increase of 25% comparing to previous year. The revenue itself was 9,1 billion crowns, which was more than two billion higher than 2014 financial year.
Jørgen Vig Knudstorp was also the LEGO-boss during the darkest years for the company. He took over the shop in crisis in 2004 and since then has turned a sinking boat into a giant cruise liner. LEGO is one of the companies that are considered success stories around the world. Just as feared, the market force and development in toys have overtaken, and LEGO managed to jump on board.
LEGO revolutionised the shop and became so much more than blocks. They became computer games, movies and electronic toys. LEGO has really done well in terms of the alliances that were created with some of the world’s biggest movie and animation companies. Cooperation with Disney on the Star Wars movies means a lot for LEGO. Star Wars: A Force Awakens, which premiered in December 2015 was a global hit in all possible ways, and Star Wars icons appeared on the shelves of LEGO shops. Kylo Ren, Finn, Rey, BB8, Han Solo, Luke Skywalker and other new and old Star Wars characters were sold just as easily as water in Sahara. Star Wars has made a boom again after some quiet years, and Disney overtaking the rights was a win for all parties. In 2012 Disney bought the rights for the Star Wars concept for 2,8 billion pounds from the man behind the popular galactic universe – George Lucas.
Back then, and surely also now, it was a great sum that almost sounded unrealistic. But Disney was on the right track to get that sum back again. Four years after the purchase of the rights the first Star Wars movie under Disney control gave a strong feeling that the investment was to return, with a significant profit on top. When Lucasfilm sold the rights to Disney, the company had estimated 15 billion pounds of revenue on Star Wars merchandise. In reality, it is not the movies themselves, that bring such a large profit. Rather, it is all the by-products that are developed in connection with the movies. Everything from a pencil case to water bottles, to character figurines and to computer games. There are already more Star Wars movies in production and in the works. The market is insatiable. In 2011 LEGO also signed an incredibly important contract for future profits. They made a strategic cooperation with the Marvel company. Marvel is the group behind giga-brands like Hulk, Iron Man, Captain America, Thor and so on. It is all the superheroes from the Avengers movies, who also have their own respective films. And when heroes make a breakthrough in the movies, you know that the biggest money is in taking advantage of the brand. Marvel has praised LEGO as a perfect partner. “Marvel’s strategy is to cooperate with the best companies in the world, who have a global marketing expertise and the ability to stand out. We have gotten Marvel out into the growing toy industry, and LEGO has really been a strong accomplice in this success”, says Joann McLaughlin, vice-president of Marvel Entertainments. At the same time, LEGO developers have come up with a genius idea. They launched the product LEGO Friends for girls. Suddenly, LEGO had extended their target group to teenage girls that were maybe not so interested in LEGO blocks before. LEGO Friends quickly received a lot of hype, which gave a push to the sales. But LEGO had more bullets in the holster. They created their own universe with Ninjago characters and Chima-series. LEGO knew the mechanisms in, for example, the Marvel universe, and made an animation series with Ninjago and Chima, which hit global extremely quickly. From that point LEGO took course for the sky again after rough and unsure years, where the family-owned company was in a fragile state.
In 2015 Lego again showed that they are good at spotting tendencies and trends. That is why they launched LEGO Dimensions. You can build LEGO figures and place them on a portal to a game console. Then the characters come to life in the game. Suddenly you can get Batman, Gandalf and Ninjago to fight side by side in your own game. The year before LEGO also hit the market with their own movie. The LEGO Movie with all their popular characters as LEGO figures in a crazy universe.
Experts also point at the director Jørgen Vig Knudstorp as the primary reason for the company going from billions in loss in the beginning of the 00’s to now being a global money-maker. “You should keep with what you know. But at the same time, you should experiment, so you do not stall. Jørgen and the people around him did just that. There is always a risk though, when a company tries to move forward and try new things. But LEGO had success with this formula”, said Nikolaj Stagis from Communication Bureau Stagis. He has written books about successful companies, such as LEGO. There is no doubt that the director Jørgen Vig Knudstorp is skilful and is a visionary. But he did not carry the progress on his own. A little secret in the LEGO company is the so-called Future Lab group. It is a big mix of fierce people with each their competences. They all share love for LEGO and the wish for being innovative with products. It starts with blocks, but can end with a movie, like LEGO The Movie, which was a success that came out of a Future Lab project. Every single year the group meets in a little Spanish beach town, where they relax on the beach and in the pool and exchange ideas. They build up concepts that would stay in LEGO-terminology. It also suggests, that the future lies in safe hands with LEGO leadership, who are always on lookout for new strong concepts. For Jørgen Vig Knudstorp it has also been a priority that the whole idea with LEGO does not completely disappear from the company. It is estimated that every person on earth has in average 94 LEGO blocks each. Now that we are throwing LEGO facts, it is fun to think of the name. It comes from the first two letters from the words Leg Godt (Danish for “play well”). Very symbolically, LEGO also means “I collect” in latin, so it was well thought out from the start. In 1935, Ole Kirk Christiansen tried to create a solid base with his own company. The concept was built around toys, but in the beginning, they also sold ironing boards, stools and ladders. The first ever toy from LEGO was the duck. It was a little wooden duck on wheels that you could pull with a string and it was not at all in the style the company is known for today. In 1947 Ole Kirk bought the first plastic melting form in Denmark, and that was a big step towards success. It was first in 1949, 14 years after the company was born, that LEGO came out with the first blocks. It was not the LEGO blocks as we know them today. The first toy block from LEGO was named as exotic as Automatic Binding Brick and existed in 4 different colours. In 1953 the first LEGO blocks were produced. The construction plates were also developed, and they are still popular today. It was Godtfred Kirk Christiansen, who in a vice-director role got the idea to develop a whole system of toys, so you could build houses with doors and windows with the LEGO blocks. It started to take hold, because the traders in Denmark could see the potential in the concept. It was only in 1958 that LEGO blocks were produced with the well-known indents in the block itself, so that they stick together better. From here it got really popular, also on the Swedish and German markets. In the beginning of 60’s production of all other toys stopped, and the LEGO blocks became the main product of the company that grew bigger and bigger.
In 1962, LEGO wheel landed on the market and opened up possibilities for making vehicles out of LEGO. A whole new world opened up for the producer and it was well-received around the world. Two revolutionising things happened in 1969. LEGOland opened in Billund, and Duplo system was introduced with the focus on small children, so they extended the target group. In the first years of the 70’s LEGO was founded in USA and it made the popularity global. In 1978 LEGO figures came, same as we know them today. It is evaluated to be the company’s next most important initiative after the LEGO block itself.
In 1980 a survey was published, showing that 70% of all families with children under 14 in West Europe own LEGO blocks. In the middle of 80’s the development was at the forefront, and at some schools in Denmark it was possible to control the LEGO toys with robots. The number of employees globally was over 5000 at that time. In 1996 LEGO has produced 18 billion LEGO elements and more than 300 million people globally have played with the popular products. In 1999 LEGO saw potential in the movie world and made Star Wars LEGO as well as Winnie The Pooh. But the financial reports tell a story of a company that used too much money on developing and which then had to dismiss people as a result of a big loss. In 2000 the LEGO block was named the toy of the century, which was an achievement for a Danish company.
In 2014 LEGO came out with a movie, which is almost a symbol for the comeback that happened from the rough years in the start of the 00’s up to the moment with the movie. In the opening weekend, the movie gathered 48 billion pounds in USA alone. Today it is the fourth generation in the Kirk-Kristiansen family that is leading the innovation forward. Thomas Kirk-Kristiansen is the main figure responsible for the whole LEGO group. He took over for his dad, Kjeld Kirk-Kristiansen, who was the main responsible person in nearly 30 years. It is not easy for the young LEGO boss Thomas Kirk-Kristiansen. Many fight to break LEGO’s positive curve and get some of their market. Their main competitor is Mattel, who is the person behind the Barbie doll, which is considered to be the world’s biggest toy producer, if we look at a bigger picture. It is predicted that Thomas Kirk-Kristiansen’s biggest challenge together with the LEGO leadership will be to keep up LEGO’s development in the digital world. Games that combine the physical world with the virtual is the way forward and a sure guarantee for success, if you hit right. For example, Nintendo made a grand comeback with Pokemon Go, which mixes reality and game. When you can suddenly use your smartphone to catch virtual monsters out in the real world. It is a concept that hits wide – from small schoolchildren to teenagers to adult family fathers. As mentioned earlier, LEGO is up to speed with LEGO Dimensions and LEGO Nexo Knights. At Coolshop you will find the best offers for LEGO products and there is a big chance to make some good buys on the popular toys. LEGO Games is especially a big hit on Coolshop. Marvel-icons hit wide, because both kids and teenagers love Thor, Iron Man, Hulk, Captain America and other superheroes. So it is even cooler to be able to control them in the LEGO universe. LEGO Marvel’s Avengers came out as a console game in January 2016, and it was a big hit around the world. As mentioned before, LEGO Dimensions is in the top as well, since you are able to mix characters from different universes. Bart from Simpsons has been especially popular in Dimensions, where he can damage enemies with his slingshot. It is a strong duo with him and Hulk in the battle. Other popular titles for LEGO Games are Jurassic Park, LEGO Movie: The Videogame, Indiana Jones, Harry Potter and of course Star Wars: Force Awakens. In connection with the new exciting Star Wars movie, where you meet new characters, like evil Kylo Ren, the good Stormtrooper Finn and the mysterious Rey, LEGO has expanded with big figures that are cooler to build. They sell fast, and new ones are produced constantly. If you step away from the gaming world, there are also many cool things with the blocks and everything you can build with them. One of the popular LEGO products on Coolshop is LEGO Angry Birds. Here the crazy popular game on smartphones and tablets is taken out into the real world. You can fire the angry birds into the LEGO towers that you have built and smash them. For the older and style-conscious, there is a bonus in the series, where you build some exciting cities or wonders in the real world. It is not easy to build and can be a great way to enjoy free time. Apart from that, it is actually a little masterpiece in itself, which you can put on a shelf or side table in the living room or elsewhere. You will find Berlin, Louvre from Paris, Burj Khalifa from Dubai and Big Ben from London in the series.
Find all favourites in our big selection of LEGO
The Danish toy giant has been one of the leading manufacturers in toys for both boys and girls in the last 40 years. There is no child or adult in the Western part of the world who has not sat with the small blocks at least once in their life and built houses or maybe whole cities, which they then spent hours playing with. The blocks are still produced in Denmark, and children all over the world still jump into the fantasy, when the LEGO blocks are brought out. Cheap LEGO is difficult to find. The popular toy is sold all over the world, but the prices are not always family-friendly. Luckily, you can find cheap LEGO at Coolshop, where LEGO toys are amongst the best-selling products. LEGO group has developed the small block further, so you can now play with knights and castles in the Castle series, become the well-known superhero in the Superheroes series, or fall into the universe from your favourite movie from Star Wars, Lord of the Rings or The Hobbit. For girls, there is an animal-friendly Friends series, and for both girls and boys Disney has launched a LEGO universe with their popular characters. If the family’s youngest members are still too small to play with LEGO, there is a Duplo series for the smallest ones.
A wide assortment of cheap LEGO at Coolshop
If you need a perfect birthday gift or Christmas gift for the family’s youngest, you will never go wrong with LEGO toys. You will find a big selection of all LEGO toy series for prices that are vastly different from toy store prices. With the big selection of cheap LEGO you do not need to search long to find the right gift. Many LEGO series can be combined and mixed, which gives even more options for many hours of fun and games. If the children in the family are not yet introduced to LEGO’s fantastic universe, now is the time.
With cheap LEGO it is easy to start a new collection or expand the existing one. If the traditional blocks are in the past for your family, try to expand the collection with the more advanced LEGO Technic, where the creativity really comes into play. There is also the uinque Mindstorms that includes software and use of computers into the game. LEGO is no longer a simple toy, but a piece of innovative technology. Find all that and much more in our assortment of cheap LEGO, where it is only imagination that defines boundaries, when it comes to the daily expression of game and creativity. When you shop with us, the delivery is always included in the price for each product. We collect happy and satisfied customers, so we are also happy to welcome you to Coolshop.
Buy LEGO at Coolshop
LEGO is fantastic. LEGO is fun. LEGO paves the way for creative expression, learning and a lot of great hours with the game. Once LEGO was about building things, but today there are so many different product series in LEGO that you can also play, fight and much more. For example, you can get the popular characters from Simpsons as LEGO figures and play with the characters you always see on TV. You can also get Star Wars. Although children may not understand so much of Star Wars as we adults do, there are still a lot of different cartoons and animation series about Star Wars – so chances are, children know what Star Wars is. It is extremely popular. You can also get LEGO Superheroes and play with your favourite heroes like Batman, Avengers and much, much more. You can get the coolest buildings, cars, planes and soldiers in LEGO Superheroes series. It is definitely worth checking out if you know a child that loves heroes. For the older and more creative children that love to build things up from scratch and go in depth with every single detail, LEGO Architecture is the obvious choice. With LEGO Architecture you can build beautiful and elegant historical buildings, from scratch. Care for every little detail and create a landscape that you can really be proud of. LEGO is creative. Buy LEGO at Coolshop and live out your fantasies.
LEGO is the perfect gift
LEGO is the perfect gift. No doubt about it. Children love LEGO. They love to be creative, use their imagination and build something from the ground. When you buy LEGO, you can also buy boxes with drawings and plans for how you can build what is on the picture. But the good thing about LEGO, and maybe that is why it is so loved by so many, is that you can ditch the plans altogether and just build whatever you feel like. There are all kinds of different blocks, of all types and lengths, which means that you can build everything you can imagine. Many choose to use hours on building one big building, it could be a building they have designed themselves or maybe it is a known building they have recreated. Others build cities on the big LEGO mats, which you can get for the construction plates, and some choose to build something completely different. With LEGO there are no boundaries. The only way you meet boundaries is when you run out of space and blocks. And at that point, you can just buy more. LEGO is the perfect gift for those who love to play, be creative and create something from scratch. Check our great assortment of LEGO at Coolshop.
LEGO, the LEGO logo, the Minifigure, DUPLO, BIONICLE, LEGENDS OF CHIMA, DIMENSIONS, the FRIENDS logo, the MINIFIGURES logo, MINDSTORMS, MIXELS, NINJAGO and NEXO KNIGHTS are trademarks of the LEGO Group. ©2017 The LEGO Group.