MINDSTORMStm and Harry Potter will continue
January 14 2004
Due to certain misunderstandings about the future product policy of LEGO Company, it is hereby informed that there will be no radical changes following the company’s new strategy.
Kjeld Kirk Kristiansen, owner and CEO, announced at the press conference in Billund on Thursday a change of direction, including, among other things, that the future growth strategy will not be based on big, movie-related IP’s such as Harry Potter.
This does not mean that the company will exclude that kind of stories and themes, but just that the growth should be based on the fundamental products, where sales do not to the same extent go up and down, depending on whether or not there is a new movie this year.
The LEGO Company’s core products are not only the original bricks but also all other products which challenge children’s imagination and creativity.
Hearsay has it that a product range like LEGO MINDSTORMS is no longer in focus. This is not true. On the contrary, MINDSTORMS, CLIKITS and BIONICLE are all good examples of products the company wants to stake on.
LEGO MINDSTORMS is not removed from the product range. On the contrary – it is a core product.
For further information, please contact:
The LEGO Company
Director, Press Relations
Telephone: (+45) 79 50 65 79
The LEGO Group is a privately held, family-owned company, based in Billund, Denmark. It was founded in 1932 and today the group is one of the world's leading manufacturers of play materials for children, employing approximately 4,500 people globally. The LEGO Group is committed to the development of children's creative and imaginative abilities. LEGO products can be purchased in more than 130 countries.
LEGO and the LEGO logo are trademarks of The LEGO Group.