Challenge

Tristan Michelet Kim-Xuan Nguyen

Paul Patrier

LEGO’s Journey

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Exemple de slide

3 Lego  progress  report  2012  (available  here)  

LEGO Group |Core Market

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Lego Market share worldwide 8,6% 2012 growth +1,5 point

Lego group is the 3rd biggest Toys manufacturer in the world

Lego group

Mattel Barbie

Fisher Price Hotwheels

Hasbro Transformers

Marvel

Market size 84 milliards $ 80% of toys’ revenue stem from North America, Europe and Asia

Toys Market Lego’s market share

LEGO Group |Key figures

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7 consecutive years of growth!

3 products spearhead the growth worldwide

And in france

2 150 2 250

 498  557  752

2010 2011 2012

Revenus Net profit

3 045

+25%

+33%

Lego’s Revenues and net profits

Revenues

What you need to know about LEGO

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45.7 Billions bricks produced in

2012

87,000 Bricks produced per

minute

Lego bricks are owned by every person on earth

3.4 Million Likes

25 Million Video views

4.6 Million LEGO club members

Lego  progress  report  2012  (available  here)  

The number of lego bricks sold in 2012 would reach more than 18 times around the world

Lego bricks production Lego bricks sold Connecting with lego

Lego’s DNA

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We believe that all children in the world have the right to play and learn with products that are safe both online and offline. Lego

Lego’s digital

projects

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Many universes…

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... That enable many interactions

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educational games

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crowd creation

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For almost all ages!

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User interaction

age 3-12 yo 13-18 yo +18 yo

Lego Club Channel

Lego Channel

@  

Digital media

community

creation

Lego Click

What about lego’s competitors?

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3-12 yo 13-18 yo +18 yo age

User interaction

3-12 year’s old Educational Games market

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“Inspire and develop the builders of tomorrow, and doing it through play – children’s most important work. That it is how they learn, develop and find meaning in life. It is one of the most natural and vital activities in human life. And it is the business we are in.”

Lego

« Tablets enable the development of a more intuitive intelligence; children try more and learn by doing.

Furthermore, solving small problems helps an hypothetical and deductive intelligence. »

Serge Tisseron, psychologist and psychoanalyst

Pads…

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The biggest penetration rate increase in technology history

Of French households have a TouchPad

In 2015, the strongest penetration rate will be in France and in the Scandinavian countries

Strong markets

30%

Sales are decreasing, but demand for high quality online products is growing

…And Kids

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Kids under 12 use pads, 30 % frequently.

76% Parents think its good for their children to accustom with new digital tools

Parents think educative applications prevail, 46% give value to educative games

71%

49%

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Themes Success stories

geometry Play 123

calculations Team Umizumi Math

physics Cut the Rope

Reading / writing Endless Alphabet

spelling Monkey Word School Adventure

Safety Buildo Rescue

Children educational needs and associated apps

Themes Success stories

memory The Wheels on the Bus

Stories Dr. Seuss Stories Toy Story

Sounds Little Fox Music Box

Read date and time Around The Clock

English / French Kidschool : Anglais

Geography Barefoot World Atlas

Logic Kidslogic

Success stories

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Cut the rope

Physical principles 250 millions downloads

Toca boca

Every day life initiation 21 millions downloads

Dragon box

Preschool maths

Lego is a trustworthy and trans-generational label

Our goal : « gather all the family around LEGO apps »

OUR  RECOMMENDATIONS  

Lego’s DNA

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We believe that all children in the world have the right to play and learn with products that are safe both online and offline. Lego

Our strategy

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How to allow all 3-12yo children in the world to be able to play and learn with products that are safe online. Lego

Our strategy

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How to allow all 3-12yo children in the world to be able to play and learn with products that are safe online. Lego

How to make LEGO exist in 3-12yo digital landscape?

How Lego will CONQUEER the 3-12yo educational games market

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Welcome Alexandre ! Your next mission in the adventure is to build a catapult.

Adventure Build Shop

1. An application Portal

Lego version of educational games success stories

2. Connect digital and reality

Help children understand connections & boundaries between digital & reality

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Themes 3 - 6 6 - 12 Success stories

geometry Solve puzzles, chose the right shape Build a catapult, build a castle Play 123

calculations Feed your pets Give the change Team Umizumi Math

physics Attack the castle with your catapults Cut the Rope

Reading / writing Abcdaire Learn to read and write secret messages Endless Alphabet

spelling Write your name in Lego Learn to read and write secret messages

Monkey Word School Adventure

Find An object Where is the dog hidden? Where is the weapon hidden? The treasures of the Mystery Island

memory Memory Memory The Wheels on the Bus

stories Firemen saving pets Famous knights legends Dr. Seuss Stories Toy Story

Sounds Animals sounds at the zoo Medieval animals sounds Little Fox Music Box

Logic dominos Decode a crypted message Kidslogic

Read date and time Lego watch Around The Clock

English / French Speak with the Queen Fight against the frog eaters! Kidschool : Anglais

Geography Europe’s medieval map Barefoot World Atlas

Children educational games needs

Welcome to lego knights!

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Welcome Alex! Your next mission in the adventure is to prepare the assault of Lord Nelson’s castle!

Adventure Build Shop

Learn geometry

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Learn how to count

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Your mission is to buy your soldier’s gear. You have 1000 gold. Will it be enough?

?  14   14  

Learn Logic

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We have intercepted an enemi message. Will you be able to ranslate it?

Bv tfdpvst ! Opvt tpnnft gbju dpnnf eft sbut !

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CONNECT DIGITAL AND REALITY

Digitalize your creations

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Take a picture of your creations

Share your construction with your sandbox buddies, and Help them building it

Just take a picture of your creations, LEGO will do everything else

Share them with your Lego network…

… And give them the opportunity to build the same at home!

A pad cover made to play with lego

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Lego 3D printer

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LEGO’s future is more in its construction expertise than in its bricks Let’s anticipate the move!

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Chips would make real to virtual transition easier

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KEY PERFORMANCE INDICATORS

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Lego portal Digital reality

# downloads In app analytics

Time spent

Frequency of use

# of media sharing

# of covers sold

# of chip sold

Take away

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Thank you!

« Let’s legolize

the world »