For The Lego Group to gain the title of the world’s most valuable toy company, they must be doing something right. This company’s global success is indisputable, but how did they do it? I believe this notoriety was achieved through the brand’s mission statement and the constant devotion to it through its advertising. 

“The LEGO brand mission is to inspire and develop the builders of tomorrow.”

They carry this message throughout all of their advertising, which is constantly inspiring consumers. This message has been persistent throughout the entire brand’s history and is illustrated well in the commercial below.

This commercial is one from 1981. It demonstrates a few of the endless possibilities when it comes to building with Lego bricks. The message of this commercial is to allow your imagination to run wild. Imagination inspires creativity, innovation, and change, which leads us back to Lego’s original mission statement. 

Another example of the reiteration of Lego’s mission statement is one more relevant to recent times. As a marketing strategy, in 2014, Lego created an initiative called “LEGO Ideas,” which allows consumers to submit their own Lego creations, and the winner would have their design put through production and sold as an original Lego set. This concept gets customers and fans of Lego involved in the company, it sparks creativity, which relates back to their mission statement once again. The greater interaction and involvement between a consumer and the company they are patronizing, the more positive feedback they will receive. This positive feedback translates to increased sales and profit for the company, which is an organization’s ultimate goal 99% of the time. 

This video below explains “LEGO Ideas” and how a young boy’s design came to fruition professionally.

After showcasing LEGO’s advertising methodology and their consistent referral back to their mission statement, we now know how they have kept up their success for so long. They are encouraging people to remain creative and inspired in life, particularly by using their products. Lego products are sold in more than 130 countries and it is estimated that “…300 million children have played with Lego bricks…” (The LEGO Group). Lego has also expanded beyond selling its building blocks and has moved on to partnering up with movie franchises like “Star Wars” and “Harry Potter” to create building sets. They have also expanded to create a theme park experience called “LEGOLAND,” and there are ten LEGOLAND parks all over the world. This includes locations in Billund, California, Florida, New York, Malaysia, Dubai, Windsor, Japan, Korea, and Germany.

This above, is a chart of the revenue of LEGOLAND theme parks worldwide in million British pounds. 903 Million Pounds is equivalent to just over $1 Billion U.S Dollars. The numbers seem to have grown exponentially since 2011, with exception to 2020 and 2021. This is most likely due to the COVID-19 Pandemic, and has shown immense growth after this two-year hiccup.

This is a chart of the revenue reported by The Lego Group from 2003 to 2022. The revenue is in billion Danish kroner, but to give an idea of how much it would be in U.S Dollars, the 2022 revenue equates to $9.5 Billion. The company continues to grow exponentially, and Lego remains a force to be reckoned with.