Ole Kirk Kristiansen established Lego brand to help children to play well by putting together play habits, housing conditions, and family patterns using bricks. He wanted to promote the imagination and creative expression of children as they grow. Lego brand helps children in learning and developing. The company will ensure it delivers the spontaneous joy of creation and experiences for both girls and boys. Boy Toys have been a success but that of girls failed. Lego friends are a new brand launched in 2011 to appeal to the girls segment (Wieners 69).
Brand ManagementLego Company has had strong umbrella brand because of the ...