Product features

Lego has been a well-established and unique company since the initial stages of it’s

foundation. Besides that, it is an educational entertaining toy for kids and now to add on, for

adults. It’s technology is built in a way that it could be an interactive play for the kids using it as

a purpose of amusement. Along that, they have proved the market by being the pioneer and the

best since 1932, when the founded the company.

With these facts been told, the product features that LEGO offers to the consumers tallies their

quality of brand. Firstly, LEGO has a different and unique quality and materials in making the

bricks that is being used as play by kids compared to other companies. Thus it helps kids to have

more reliable and solid product to play as it does not brake easily. Besides that, it offers the kids

as an educational toy as they may build their creativity and concentration while playing and

building their preferred structure or figure. Apart from that, it has an emotional touch in a way

that kids would love the product as LEGO has taken a step further by collaborating with film

makers and companies to have superheroes and movie characters figures for the kids to have as

their playing tool.

In conjunction with that, LEGO has its own animated movie which increases the kids

temptation to play and indirectly allow them to connect with their favourite character that they

watch on the screen. On top of that, to increase the intellectuality of kids, LEGO has worked

with robotics where kids may build robot from plastic bricks and have them moved by battery

support. In that way, it helps kids be smarter and occupy time well. To top that of, LEGO offers

you to create models and almost anything imaginable with variety of colours and design. They

has a variety of many creation by bricks and gears. For example, Cars, buildings, castles,

sculptures, spaceships and many more.

Competition in market (Direct and Indirect

Competitors )

LEGO has been having some tough competition over these past few years as more toy brick

are being founded with innovative and creative. One of the main competition they have is Mattel

which has been competing with LEGO to be the no.1 brick toy company. Initially, Mattel was

the no.1 company in the market followed by Hasbro in the second place. In 2013, LEGO took a

step further to beat Hasbro then maintained their place for a year before topping the market being

the number 1 largest toy brick company in midst 2014.

They are many other companies in the market that are competing with these top 3 pioneer

companies. One of the upcoming brand is Megabloks, who are proving to be a tough

competition. Following that is Oxford toys. Besides that, there are mid-aged kid toy brick

companies that are nosing themselves to LEGO’s market. These companies are K’NEX, Cobi

and Best-Lock.

Following that is the indirect competition that LEGO has in its creation. This creation has been

a short term release but has reached out the market in a good manner and is giving an impact to

the sales of the kids market. These are the toy brick for higher age catogeries. The reason behind

this are due to consumers taking efforts to increase their kids’ intellectuality. Apart from that,

other factors that are affecting the sales of toy is the current hand-held consumption among kids

that are reducing the purpose of toy and amusement materials.