Essay About Lego Merger And Major Player

Lego Merger & Acquisitions
Mergers, Acquisitions, and Alliances Lego Homework
Megabrands within a Toy Industry
The current industrial scenario of 2027 has referred to as “the age of the product
extension”. An increase in cheap energy has resulted in a surge in consumer spending, especially
within products extensions into sequels. Customization of products, whether it be games or
sports, has allowed for a better opportunity to target individual niches. In today’s industry it is all
about individuality, adopting “themes in entertainment, sports, recreation, and appearance”.
Megabrands introduced within the toy industry allows for customizable products, which
essentially is the introduction of differentiation to an already existent and well developed
industry.
One major player in this new phenomenon megabrand game is LEGO, nearly 100 years
after being founded in Billund, Denmark. The company expectation of both quality and
originality speaks to the desirability of customization and individuality. Its ultimate purpose is to
inspire creativity, systematic thinkers, and potential to shape the future for young children across
the world. Unfortunately, a source of uncertainty with this new approach to doing business puts
LEGO in a scenario similar to that prior to the placement of Knudstorp. Implementing areas
outside of its main strategic plan may result in its