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Lego Group (Growth (number of employees and other notes) (1939 - 10, 1940…
Lego Group
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Innovation
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1958 - Lego bricks as we know today are developed and patented based on the interlocking principles and stud-and-tube coupling
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1980s - Trade shows, Lego Fairs, Distributor conferences, Lego Prize for efforts on behalf of children,
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Perceptions
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Imitations are weak, so real thing is worth the money
Develops fine motor skills, creativity and cognitive abilities
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Keeping relevant
Lego develops pop culture ranges to align with current trends of all ages, i.e Star Wars, Pirates of the Carribian, LOTRs, Disney princess, etc
Customisation software so fans can design, share, and order their own designs
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Movies, The Lego Movie and Lego Batman Movie enhanced the brand further
Has a strong brand community of enthusiasts (kids and adults) who discuss and feedback on products, p.727
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