confidential and proprietary information - do not copy ©2013...
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Confidential and Proprietary Information - DO NOT COPY – ©2013 LEGO Systems, Inc., All Rights Reserved
Our Background
Founded by a carpenter,
Ole Kirk Christiansen
Family-owned, privately held since 1932
The word “LEGO” means “play well”
Global HQ in Denmark
Sold in 130+ countries
#1 construction toy brand!
Third largest toy company
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Our Mission Inspire & develop the BUILDERS OF TOMORROW.
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Our Core Values
Creativity
Imagination
Learning
Fun
Quality
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Our Brand Essence
The JOY of building!
The PRIDE of creation!
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4+ Construction
Preschool Construction
Girls Play Sets
Children’s Games
Categories In Which We Operate
Video Games
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Our Fun Stuff
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Over 400 million
children play with
LEGO Products
Our Fun Stuff
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There are 75 LEGO
bricks for each
person in the
world
Our Fun Stuff
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Six 2x4 LEGO bricks
can be combined
in more than
915 million ways
Our Fun Stuff
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7 LEGO sets are sold
per second around
the world
Our Fun Stuff
LEGO is the Top 3
Video Game
property
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Our Fun Stuff
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LEGO is the
world’s largest
tire
manufacturer
Our Fun Stuff
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Minifigures
are the world’s
largest population
Why LEGO Joined CIMM
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C oalition
I nnovative
M edia
M easurement
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Media Types
PR
PAID PARTNER OWNED EARNED
TVC
Media Partners
User Generated Video Games
Brand Retail
Club Magazine
TV Series Legoland
Discovery
Media Types - Video
LEGO Performance vs. Industry
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Source: US NPD Consumer Panels
100 98 98 98 95 94 96 94 90
100 112 114 129
179
225
301
368
439
0
50
100
150
200
250
300
350
400
450
500
2004 2005 2006 2007 2008 2009 2010 2011 2012
Ind
ex 2
00
4 =
10
0
Toy Market
LEGO Company
CONSUMER
LEGO.com
Games/ Apps
In-store
In-store
LEGO.com
Video Games
FAMILY
GIFT GIVER/SHOPPER
TVC
Paid Search
Digital Display
Social
VOD
YouTube
Kidsfest
LEGOLAND Parks
Events
In-Store Events
Video Games
LEGO.com
Paid Search
Blog
Play Experience
Frequency
NPS
LEGO.com
Amazon
Retailers
Discovery Centers
Events
PR Social Media
Play Experience
Occasion
6-8
9-11
NPS
NPS
CLUB
Outdoor/Billboard
Apps
TV Series
Wish list App
TV Series
Brand Retail
Catalog
Partnerships & Promotions
VIP
M&P D2C Merlin Global/Oth
Partnerships & Promotions
VIP
Catalog
Marketing to Dads
MyLEGO
In-Store Events
Consumer Services
Consumer Services
Interest Awareness Desire Wish List Ownership Post Purchase Shopping
CRM
Our experience so far….
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•Marketing Mix Modeling Return on Investment Return on Objective
•Begun to instill a Mindset •Exploring new ways to measure •So much more to do…
Our Challenge
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Develop and leverage new digital measurements to evolve our capabilities to understand, value and
simulate the unique and complementary effects of each activity across our various consumer groups to better
guide marketing planning & investments
Let’s build
something
together.
Confidential and Proprietary Information - DO NOT COPY – ©2013 LEGO Systems, Inc., All Rights Reserved