Chapter 1 IntroductionThe LEGO® Group and Its Transformations
In 2017, the LEGO Brand was named the most powerful brand in the world. The LEGO Group is built on a foundation of strong brand appeal as LEGO products and experiences have spanned generations of children at play. This success is based on strong LEGO values considering play as essential to how children learn and that meaningful play experiences help shape children in a profoundly positive way for the rest of their lives.1 In 2022, the LEGO Group celebrated its 90th anniversary – and the year 2032 will be a seminal event in history. It will be the year the LEGO brand turns 100 years old. The LEGO brand has been one of the most popular toy brands in the ...
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