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GENERATIONS OF CHILDREN worldwide have grown up loving Lego and the popularity of tablets and video games will not change that, the company’s chief executive has claimed.
Joergen Vig Knudstorp said he believed that the plastic, multi-coloured bricks — whose name is an abbreviation of the Danish words “leg godt”, meaning “play well” — would be around for “centuries”.
The company hit trouble a decade ago but is now the world’s biggest maker of toys by sales, more than quadrupling its revenues in 10 years.
Far from threatening Lego’s popularity, Knudstorp said the digital era offered great opportunities for the company to build its customer base even further.
“We are one of the most popular video games, we also have reached more and more customers on social media — Lego fans are gathering like never before,” he said.
In the past, children watched TV and then played with Lego. Now they play on tablets and play with Lego.
“The reason why they do it is that many children, and adults as well, want a real, physical experience. Even though we like to watch football or play it on a PlayStation, it’s still not the same as running on the field kicking the ball.”
He was speaking as Lego, whose headquarters are in Billund, Denmark, opened a fifth ‘main office’ in London last week as the company seeks global growth.
One key target is Asia. As well as offices in Shanghai and Singapore, the company started building a new factory in China’s Jianxing, south of Shanghai, earlier this year to build Lego products for sale in Asia.
‘Please don’t die’
Such an international presence is a far cry from the company’s origins.
The company was founded in 1932 by Ole Kirk Kristiansen, the grandfather of the current owner, in a small workshop in Billund, and took the name Lego two years later.
It started out making products like wooden ducks, while the iconic plastic brick in its present form dates back to 1958.
Lego became a major international brand from the 1960s and Legoland in Billund, now one of Denmark’s biggest tourist attractions, was opened in 1968.
But the group hit trouble in 2004, announcing major losses. Knudstrop was appointed that year and recalls receiving “letters from customers saying ‘please don’t die’”.
He said that, at that stage, the company had “spread ourselves over too many areas” and was poorly run.
To turn the business around, he focused on cutting manufacturing costs, releasing the right products in tighter timeframes and “reigniting the product innovation, really working with children to make products they find more appealing”.
Now the focus is on international expansion, hence the opening of the London office.
For Knudstrop, despite the changes which he has brought and those in the digital world, the Lego brick is at the centre of what the company is about — and will remain so for years to come.
“I think the brick will stay with us for centuries because it is fundamental like football or reading a great book, telling stories,” he said.
“It’s something that will be around forever.”
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I honestly don’t see what effect it would have unless you’re boycotting the country on principle alone. But then you might want to make a long list of countries that include basically all the middle east, a big chuck of Africa and South America, China and Russia, The Philippines etc.
@Awkward Seal: And Ireland?
@Awkward Seal: its more their airports and aggressive immigrant agents. I’ve seen them extensively search and handcuff children because their laptop set off an alarm apparently. No way I’m subjecting my family to that.
@Deborah Behan: travel via dublin and you avoid all that, not that that is normal. Years of travelling to the States and I’ve never seen anything like that.
@Alan Brogan: even when you pre-clear in Dublin or Shannon, it can take a long time at the other end.
@Alan Lawlor: not in my experience.
@Deborah Behan: last time I went through immigration they couldn’t be nicer. My father was too old to take off his shoes so they got a hand scanner and scanned him. I set off the body scan and after a quick pat down I was on my way. No problems.
I also have a brother in New York who works on the buildings with Mexicans. Both my brother and them are legal and in his own words having trump as president has made” f@&k all difference” to them.
@Deborah Behan. Handcuffing children for setting off the alarms with laptops!!! Why would you put such a misleading comment in here?
@Deborah Behan: always found American officials extremely professional but there are lots of exceptions. Was in Charles De Gulle a few years back. Saw the officials get an elderly woman in headlock, thought it was over the top.
@Deborah Behan: Fully agreed. Americans are very paranoid race. They are afraid of their shadow. Themselves and Britain. Everybody coming into the states are treated like a criminal. Not a nice way to start a US trip. Dont forget, the real terrorists are already in the states ready to pounce. They are not muslim or Isis or Al Keida. These are American gangs already residing in the USA.
When you preclear to JFK you land in a domestic terminal so there’s no checks once you get off the plane.
@Brendan Mason: not paranoid, terrorised. As in what terrorism tries to achieve – and is consider successful if people act accordingly.
Like Donald Trump is really going to have any impact on a trip to the US! Enjoy your life :)
@Conor O’Loughlin: Tell that to all the people getting held up at customs and immigration
@Neal, not Neil.: same amount of people were getting held up before he became president, immigration and customs in the US was always very strict.
@Conor O’Loughlin: my other half is Mexican and she sure as hell doesn’t want to go there now. So yes it has directly impacted our holiday plans.
So like Australia?
Irish people give a rats ass about holiday in countries that may have political issues.
If that puts you off you need to take a long look at yourself. One mans views does not speak for a country of 300 million. I’d be more put off by the price of the dollar
@Silent Majority: It’s not ‘one mans views’. Everyone who voted for him shares his views. Trump represents the American people now. Trump IS modern America. That’s enough to put me off going to the US.
@Brendan O’Sullivan: 47% of Americans didn’t vote at all and of those who did 3 million more voted for Clinton than Trump.
@jane: That maybe the case, but that’s how they run their democracy. He is the president thanks to the US democratic system, so the people have spoken and the people have a president that represents their current core values and beliefs. Like it or loath it he IS what the people democratically want.
@Silent Majority: are you willing to hand over your phone & all its passwords for them to gain access?!? Thats what they’re planning to impose soon; God knows what will happen to you if you refuse…. without your passport you haven’t a leg to stand on because they’ll take that away to “examine” while you protest; no explanation like they did to me!! The land of the free….. ah no thanks!!!
Flying to New York with the family this weekend. Going to DC on Tuesday for a couple of days before heading back to NYC for Easter. You’d need to be a special kind of snowflake to conflate Trump with a holiday in the USA
@Alan Brogan: sounds like you’re going to fit right in.
@Alan Brogan: sounds great, enjoy.
@Deborah Behan: Tell us exactly what kind of impact Trump being president would have on you as a tourist in the US? And don’t mention strict security at airports, it’s been that way for years already.
@Alan Brogan: well said Alan, I’m from Tipp but live in DC now. I’ve travelled to South Africa and had more strict border entry standards than the States. Just got back from Argentina and the vehicle I was in was stopped three times within two hours. Enjoy you trip to DC it’s a lovely city.
@Mark Kirwan: where about in Tipp, Mark? I’m a Tipperary lad living in Austin TX
searches from UK citizens looking to go on holiday in the US has “fallen off a cliff”.
Maybe more to do with the strength of the pound than any travel ban by Trump..
@Gerry Fitz: and you’d expect anywhere would be an improvement on the UK
Nope. Going to LA, SF and Vegas in September. Can’t wait.
@Peter Cavey: been there done that-New York San Francisco Vegas-expensive-make sure ur credit card is in a healthy condition.
@Bennythekid: I know. Car rental alone is going to kill it.
@Peter Cavey: perfect weather have lots of fun!
@Bennythekid: And tipping???
Until Mr. Trump learns how to treat women with dignity and respect, I won’t be visitng.
@Grainne Abdulaziz: Could say the same about Ireland on how women were treated by the Catholic Church when it comes to abortion and the mother and baby homes especially in Tuam.
@Eamon Mac Gowan: An ugly comment, especially given that misogynists like Trump are interested in having power and control over all women.
Interesting programme on tv last night. It showed refugees who had fled their own country and went to the US in hopes of a better life now fleeing the US. Unfortunately I only caught the end few minutes of it while channel hoping.
@Eoin Mulhern: so Eoin we’ll be seeing you in the march for women’s reproductive rights or are you just being a smart ass?
@Deborah Behan: Just saying the hypocrisy people have about Trump over women when the state and church did much much worse when it comes to women in this country of ours.
@Mark Mcloughlin: Why would I both reply to it and report it?
The word is ‘loser’.
@Eoin Mulhern: What hypocrisy? 2 bad things. Pointing to one doesn’t mean you are ok with the other.
I spent Paddy’s week in Boston and didnt bump into Trump once, believe it or not!
Of course not. In fact, why not pay me to do a write up on a visitors perceptions of Trumps America. Get me to Dulles, sort the connecting flight of my choice and ill be back in 2 weeks with a story. Cash only.
No. The painful “security” process would put me off. Can’t blame that solely on Trump.
@Ben McArthur: Exactly, but lots of people will blame him anyway. I flew into Miami a few weeks ago. Two hours to get through immigration, like always. But once you’re in, the fun begins. Love the U.S. as a holiday destination.
@Ben McArthur:
The security process is straightforward and reasonably efficient
@Nick Allen: If you’re white.
@Robtoberfest: I’m white. It’s neither straightforward nor efficient, once you’ve been tagged for additional scrutiny. Nor is it remotely sane, at least at the US end.
@Ben McArthur: Like Israel then?
Absolutely not. Why should it? Only if I was coming from Yemen or somewhere!!! He is the president of USA voted by the people of USA who has done ,like it or not, exactly what he said he would do throughout his campaign. People in this country need to get a grip and get off whatever high horse they are on getting so worked up over President Trump. Look at who we have in charge here! FG promise 1 thing, do another… and as for FF, who miraculously this country seem to be forgiving by having these morons topping opinion polls again,look to be setting up to be in charge next time around. If people gave as much as a toss for politics and who is running OUR country then maybe our little country could be a better place.
@Michael Wynne: Well said, what The US president does in The US is none of our business, nobody shouting about Sharia government countries complaining about the lack of human rights and it is creeping through Ireland with encouragement from left parties here. To quote Grid Smith ” Anyone who lives hers belongs here”. Well Ms Smith some of them could be looking to do harm to us so stop giving our freedom away, sadly you are not a single voice in The Dail.
Flying that distance whilst sitting in the one position, being searched, weighed etc.
Personal information being checked etc.
No thanks, I’ll stick to Kerry or West Cork.
@eastsmer #IRExit:
And where do they weight you?
@eastsmer #IRExit: don’t fly into Cork airport because your passport will also be scanned and all your personal information etc checked on the computer system there too.
Countries have security policies for people entering, shock and bloody horror!
No I am going to the US not Saudi Arabia!! Heading to Chicago in Easter can’t wait.
Hasn’t. Won’t.
New York, Boston and California are still blue states, still great to visit regardless of who happens to be sitting in the White House.
Boston is a state?
@Ariana: State of mind.
Would the Journal’s biased propaganda against Trump put you off reading it or taking it seriously ? poll.
@Grainne Abdulaziz: what countries would you recommend for holidays ?
@Chef Harold: I’m not sure I understand why you’re asking me where you should go on holidays?
The generalisation of 360 million people, an I think the 4th or 5 th largest country in the world, is mental. Parts of America are great an parts are not, nothing to do with Trump, it is where your self perception makes of it.
@Jonathan Byrne: He was democratically elected by the people, i.e. the people approve and agree with his values and principles so much that they made him president. That’s not a generalisation. Trump represents present day America.
@Brendan O’Sullivan: he didn’t win the popular vote and he is currently languishing in the low 30% approval mark.
@Brendan O’Sullivan: Ive lived in Oklahoma City for 2 of the last 3 years , an I’m a lifer now here, ya wanna guess the diff between the last 2yrs an when he was elected 4 months ago, are.? Absolutely nothing ! People still go about there business as usual, people’s politics who I’ve met doesn’t effect there behavouirsim, an I know alot of diverse people here.
I wouldn’t but I am going to watch American movies and tv, gonna use American technology everyday, gonna eat American fast food and wash that down with an American soft drink, i love my American clothes, my employer is American, I have friends and family in America but I won’t go there because I’ve made an informed decision.
I would fear being deported/not let in because of my dislike for him, social media and all that. Which is completely unreasonable. But I’d still go over, just have to delete everything off my phone! Lol. Like someone said previously, you could say the same about Ireland and the church.
I love to travel and see new places but the USA was never high on my list. Actually I have never wanted to go there.
@Cathal P Forde: You should though. A few days driving around Arizona, Utah, New Mexico and Colorado and youll take in some of the most outstanding scenery in the world.
@Cathal P Forde: Then you don’t know what you are missing! Wonderful country to visit and a country I greatly admire but I will admit to being disappointed that they elected Mr Trump; a man who appears to have only a tenuous connection to rationality. I’m heading to the States in 3 months and am visiting a Republican State. I doubt I will notice any difference to be honest but then I am a white middle aged man. I will observe that on previous visits to this State I mixed with many Republicans while slumbering in the pool. It was impossible to have an honest conversation as they were by and large ill-informed, paranoid, addicted to “alternative facts” that fitted their own biases and of the view that their country was, in every respect the most ideal country in the world. Oh, and all of Europe was apparently positively communist, especially as regards healthcare. Many Americans really believe their own propaganda and Hollywood myths. It’sw quite astonishing. Other than that a very nice and mannerly people but living in a bubble. But I’m still going back! An amazing diverse country and well worth a visit.
@Cathal P Forde: Should so go if you can. Probably the most culturally diverse place on the planet with something for everybody really. From Snowboarding in Colorado, Jazz in New Orleans to Orca Whale Watching in Seattle/Vancouver…amazing place. Can be a bit expensive but depends on where you go.
He’s a great representation of the mindset of a huge amount of americans. I wouldn’t want to visit the US for a number of reasons, but Trump is a great example of some of my reasons.
Intend visiting my sister in Albany later in the year, then over to Sam Frank’s Disco for a week. Love the States.
James Joyce said that not visiting Italy because of Mussolini would be like not visiting England because of Henry XIII and I feel the same way about Trump and America.
I’m not boycotting, I’m just afraid now more than ever that something would happen on a trip over. :S
@Liz (10) (^_^): Would love to visit again but I wouldn’t feel safe over there.
The left-wing bitterness over Trump’s victory makes the fact that he won even sweeter.
The liberal establishment are really showing us their true colours – and true agenda – with the never-ending anti-Trump rhetoric. You’d swear there were no problems in the world prior to Trump taking office.
An American president who actually puts the needs and safety of the American people ahead of the globalist agenda? The shock and horror!
More like another good reason not to go.
seeing as flying over on Thursday I shall have to say no
Probably go more… I stick to the intellectual liberal elite enclaves of the west coast, Hawaii, California, Washington, Oregon, New York… maybe Chicago.
Demand has collapsed though, a significant portion of people traveling from this part of the world and embarrassed American expats who would usually visit home for the summer/Xmas are choosing to go to Australia or Canada instead.
$1500 business class round trips… it’s like a half price Trump special.
Best president since Kennedy. He would encourage me to go to the USA. #inspirational
Probably going to over at the end of May for work and will have a couple of weekends visiting friends.
The thought of queuing in Immigration looking at that MUPPET’S face after the years of seeing Obama is (weirdly) the bit that bothers me.
Cos I sure as hell won’t be socialising with any Trump supporters when I’m over there!
I’m actually quite curious to see if the immigration process will be any different…….
@Tricia Golden: ha won’t be socializing with any Trump people over there, fu#k me. I guess when I go back home I won’t be socializing with any Fine Gael people also, fantastic logic
@Jonathan Byrne: So know my mates, aye?
Whatever pal.
@Tricia Golden: so you’ll know every person who voted for Trump when you’re out, or will you ask them first, hmmm.
@Jonathan Byrne: I’ll be hanging out with MY friends. And I KNOW my friends. That’s the point.
Which is something you seem to have missed.
You’re not the only one that lives / has lived in the US.
@Tricia Golden: do you care what your friends in Ireland’s political preferences are? Just a thought. Ya know because the political party’s over there are so genuine an nobal, I know I’m not the only Irish person living over here, but I’m not gonna judge an generalize the 4 th largest country in the world, over one man, personally life has an is pretty great over here for me, better weather, cost of living is cheaper, an easier to get a job, an live in a bigger house. Ya think I’d move back home because Trump is president. Absolutely not.
No. I go to US for two reasons: 1) Work. Mr Trump could put paid to that somewhat if he makes good on his threat to pull US manufacturing jobs back to US but evenso I’d probably still end up working there from time to time 2) Visiting loved relatives in the upstate NY and Pa. boondocks. All the friends I have there also are good ol’ boys huntin’ shootin’ fishin’ Harley and Ford F150 driving salt of the earth. Some of them may even have voted for Trump. Gotta love democracy. If USGOV ever does try and turn tyrannical my good ol’ boy friends are all that stands between Lady Liberty and the Devil and I fully support their Second Amendment rights therefor.
Who do you think runs the New York Tourism board ? Again this is not a story.Where is the Susan Rice story?
Why all the disbelief at the idea of being put off. If someone was following Irish politics and felt less inclined to come here because of it, I’d get that. It’s a big world. You can be put off loads of places for silly or trivial reasons and still have nice places to go.
As a fully fledged redneck a55 hole , Trump is representative of many American. He wouldn’t put me off visiting though
@Anthony Byrne: recommend it, car journey’s through the mid-west are great.
No real interest in visiting that country. Only worth while places are the scenery. We pander too much to uncle sam. If there was a way we would apply for statehood the government would have
Visited while the war mongers Bush and Obama were in office, so wouldn’t be put off by President Trump.
It already has.
I’ve always been put off visiting the place.
I wouldn’t be stopping by the white house for a cup of tea so no. There’s 360 million of other Americans, one idiot won’t stop me from visiting the country.
FFS
In a heated moment I messaged the American embassy to question the sense and efficacy of the travel ban. I finished by saying, I had no intention of travelling there anyway. Now a family member just got a job there so I will be visiting in the next cupla years. Only for that I could say I was a little put off. It might not make sense but it doesn’t have to.
It would if I was brown skinned with a beard though
I doubt any of us will have His Orangness calling round for a pint while we are there so it shouldn’t make a whit of difference – unless you are Enda I suppose.
I have vowed never to set foot in the US because of the gun culture, never mind who’s in the White House.
The great refugee camp of america..you don’t go there ,you end up there and it doesn’t matter who,s president its run at the point of a gun.
have your say