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this is the case below.

CASE STUDY

Established in 1934, the iconic plastic bricks, LEGO (meaning 'play well'), are fixtures in innumerable homes around the globe and, today, LEGO is considered to be one of the world's most valuable toy brands. From its early days manufacturing simple plastic bricks, The LEGO Group has expanded to include theme parks, movies, games and merchandise in its product portfolio. The company's mission is to 'inspire and develop the builders of tomorrow'. As the business diversified, a greater range of physical and entertainment products entered the product mix to capture the imagination of children worldwide. But it is not only children that the brand targets today. Recognising the nostalgia and brand loyalty among adult fans of the product, not to mention their role as purchasers for children, in recent years the LEGO brand has expanded its marketing strategy to connect more deeply with adults. With the LEGO Experts range, the LEGO Friends line targeting Gen X and the co-created LEGO Ideas range, more-mature builders are reinforcing LEGO's enduring power as a brand. Today, LEGO is even used in organisations to support innovative thinking and to enhance the development of business strategy. LEGO SERIOUS PLAY is a workshop concept based on a reflective process, and utilising LEGO bricks to encourage deep thinking in a group setting. As participants build models they develop stories and play out different scenarios - a process designed to stimulate creativity and team building. Run by trained facilitators in a work environment, LEGO SERIOUS PLAY brings a new element to strategy development, and a new direction for LEGO itself.17

1) Conduct research on The LEGO Group to learn more about its products and services. Has the range expanded too far? Discuss. (AACSB: Communication; Reflective Thinking)

2) How are LEGO's brand values reflected in the products and services the company offers? Go to the LEGO website () to explore these values and brand promises, and consider whether these are being met through the organisation's current strategies. (AACSB: Communication; Reflective Thinking)

References: Armstrong, Gary, et al. Principles of Marketing. Available from: VitalSource Bookshelf, (8th Edition). Pearson Australia, 2020.