LEGO CASE
1. . ¿Qué es el Storytelling? Definición y posibles aplicaciones
To begin with LEGO is a brand that had managed to create a masterful story, using their product
as the star. There are deep messages happening within this short 20minutues movie, all of
which are uplifting and easy to get behind. At first it shows us how LEGO was created but this is
just a small part of the whole idea. The whole message is that there is a “builder” within each
one of us if we only believe. We’re only as limited as our imagination allows us to be. You’re
never too old to create magic. What is more it shows that no matter the circumstances we can
achieve our goal if we believe in it.
This is exactly why Lego has hit such a huge home run with this short movie, which is quickly
becoming the mecca of “story telling done right” for brands big and small going [Link]
understands their big purpose—one of challenging the minds of people young and old to create,
imagine, and go beyond what they believe is possible. In fact, Lego doesn’t sell “blocks” at all,
they sell possibilities. We can sell “things,” or we can sell so much more—something with
meaning, depth, and purpose.
2. ¿Cuál es la historia de la empresa? ¿Características que posee?
The company was established in 1932 by master carpenter Ole Kirk Christiansen, who was aided
by his 12-year-old son Godtfred Kirk Christiansen. Before everything that started with LEGO he
had a carpenter business. At first the company did not succeed much and Ole had to close it
down. Shortly after he lost his wife but this did not bring him down. He wanted to make his
sons happy so he invented a wooden toy that made them smile so he was inspired. He decided
to make wooden toys. The decision didn’t pay off—at first. Christiansen actually slid into
bankruptcy, but refused to stop making toys when his siblings tried to make it a condition of a
bailout loan. But his love of toys pushed the company ahead, even when it limped. As time was
passing by Ole wanted to come up with a creative name for his business. So he renamed the
company to reflect its new direction: leg godt, or “play well,” became LEGO and the name was
well received. As a result the company started to move forward. As his son was helping his
father he came up with the idea that he can saves time with the toys but the quality wouldn’t be
the same. However Ole rejected this ide because he believed in good quality and not
disappointing his clients. Later in 1942 there was a fire in the workshop but by then, he was
established enough to not only bounce back, but to be forward looking. The company fought it
was back to the market. One day he went to Copenhagen on a fair where an injection molding
machine was showcased. The machine was making interlocking plastic bricks. He found these
interesting and slipped one in his shirt pocket to look at later. He decided to buy an injection
molder, as the Lego Group had earned 3000 crowns that year, which was more than enough to
purchase the machine. When Christiansen returned home, his company began producing plastic
toys. Most of these were not accepted by the public, as parents preferred wooden toys for their
children to play with. This proved a problem for Christiansen. He needed to think of something
to bring his income back up, or his company would not survive. Suddenly he remembered the
plastic brick he had in his shirt pocket. He alone realized it’s potential. The company thought it
would be of no use, but despite his employee’s unanimous opinion, he put Lego Bricks into
production.
The new Lego Bricks took a while to catch on, but their popularity was growing exponentially
and by 1951, they accounted for half of the Lego Group's [Link] began to be considered
an exception to the dislike of plastic in children's toys, mostly because of Christiansen’s high
standards. However, Christiansen was growing old and needed someone to take over his
business. In 1954, Christiansen's son Godtfred had become the junior director of the Lego
Group. He saw great potential in Lego bricks, though there were several technical issues he
needed to fix; they did not stay together and therefore could not be lifted and they did not snap
together seamlessly. In 1958, the modern Lego design was developed, though it took several
years s to find the right material for it. Eventually Godtfred decided to use polymer, and the
Lego bricks were patented. LEGOs have evolved in many ways since the fateful day Christiansen
began manufacturing them. They have grown to be centered on an educational system of play,
with robotic features such as motors and programmable control bricks. Also another incredible
thing was the creation of LEGOLand with 600 000 visitors during the first year. With the creating
of LEGO, his founder Ole wanted to teach kids to, experience explore and express their world, a
world without limits because children deserves the best.
3. ¿Que no se cuenta y se puede deducir del video?
We cant say much what was then but we have just a small look at the Ethical values and feelings
of responsibility towards its employees, awareness of polluting materials (formerly PVC and now
Cellulose Acetate) and CO2 emissions, cohesion. But looking now They want to play their part in
building a sustainable future and making a positive impact on the planet the children will inherit.
However it can be definitely said that with the spirit of the founder and the strong attitude
drove him to create something incredible. With the opening of Legoland they started creating
closer relationships with their customers as it was a tradition for Godtfred to welcome the
guests at the entrance. Lego follows passion and the important thing is that they seek for
diversification of the products towards kids and adults.
4. Análisis de la organización desde el punto de vista de la Escuela de Relaciones Humanas
Lego has adopted an organization form designed to improve its ability to tap into creativity of the
fans and consumers. In fact Lego is moving beyond the user innovation model. From that it can be
said that LEGO has adopted an ‘’open innovation’’ model- shifting much of the creating and sourcing
of knowledge from internal to external sources. In LEGO also the employees are not just workers but
people who have worthwhile opinions.
5. Reflexión personal que incluya: transparencia e integridad de la empresa; la protección
infantil;el medio ambiente
LEGO Group aims to have a positive impact on children, society and the planet. Their
main focus is children and making them happy. Their goal is to develop their creativity
and teach them that the world is without limits. Their big purpose is to challenge the
minds of people young and old to create, imagine, and go beyond what they believe is
possible. They Inspire and develop the builders of tomorrow'. Moreover they want to
provide the customer with the best quality of products and that is why their integrity is
simply pure. They feel responsible to select only the best material and to provide the
best product. The ultimate thought that drives here is to inspire and develop children to
think creatively, reason systematically and release their potential to shape their own
future - experiencing the endless human possibility.
