TecTrends: Lego A/S

LEGO (R) A/S, founded in 1932 and based in Billund, Denmark, is a privately held firm that develops a variety of toy products. The firm is known for its LEGO plastic brick construction sets, introduced in 1958. The line includes the LEGO CITY, LEGO DUPLO (R), LEGO TECHNIC, LEGO MINDSTORMS (R), LEGO Star Wars (TM), and BIONICLE (R) products. It began developing robot construction toys for children in the 1990s. The firm operates the LEGO.com and LEGOfactory.com websites. The LEGO Club, targeted to children 6 to 12 years of age, has a membership of 2.4 million people. LEGO began working with electronics manufacturing services firm Flextronics in 2006. LEGO is working with other manufacturing partners across Europe and the Americas. Plants operate in Eastern Europe and Mexico. The company distributes its products through brick-and-mortar retail, mail order, and online channels. Toys are marketed to consumers in 130 countries. LEGO also operates the LEGOLAND (R) amusement parks. The first park, based in Billund, Denmark, was established in 1967. The company maintains additional parks across Europe and the United States. LEGO was founded by Ole Kirk Christiansen.

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