Business Model Canvas of Lego

Key Partners Key Activities Value Propositions Customer Relationships Customer Segments
Customers, Lego manufactures, Lego aimed to deliver: Self-service basis through its regional The end-users of Lego’s products
comprising markets and sells toys online retail sites and through its are most notably children. The
distributors, resellers and play materials to a Brand reputation and network of physical retail stores. Company, however, directly
and wholesalers that global consumer base industry standing, with serves a range of companies and
operate both as spanning all age groups. the Company being one of Large retail chains must be completed businesses that are consumer-
customers and the largest and most well- through consultation with Lego’s in- facing. Lego’s customers largely
partners The Company also established toy companies house sales teams. This enables the comprise physical and online
licenses its brand and in the world, with a track Company to provide a more tailored retailers and distributors, such as
Suppliers, intellectual properties record for producing service and establish more effective and chain stores, online stores, toy
including consultancy for use in various forms popular, high quality long-standing relationships with its shops, supermarket chains,
firms, utility suppliers, of media, including products for children; customers. department stores and
suppliers of raw video games, television independent toy shops.
programming and Lego provides a range of support
materials, Commitment to
motion pictures. services to its customers and consumers, Lego’s largest market is in the
manufacturing innovation, with the
including building instructions and US, where it has longstanding
companies, and Company constantly
replacement parts, and enables customer relationships with large retail
packaging companies; seeking to create new and
to contact its support staff directly over chains such as Walmart, Toys
and original products designs,
the phone or via email. The Company “R” Us and Target. The
providing a broad range of
Intellectual also operates Facebook, Twitter, Company also makes
products targeted at a
Property Partners, Instagram and YouTube accounts, considerable sales across Europe,
range of ages;
such as motion picture through which it is able to interact with and experienced growth across
studios and media its customers. the UK, France, and Italy in
Licensed franchise
groups. products, with the 2015. Lego also serves
Key Resources Channels
Company partnering with customers across Asia, with
Its products and Lego operates a website at China representing an important
intellectual properties, intellectual property www.lego.com, which provides
owners to provide growth market.
design and information on the Company’s business
manufacturing facilities, officially licensed activities and allows customers to
sales and distribution franchise products, such as access online content, including videos,
channels, various Star Wars and Marvel toy games and news. The Company also
partnerships, and its sets; operates a number of online stores via
personnel. the www.shop.lego.com domain, which
Global reach, with are organised by region and language,
 Company serving with separate online stores.
consumers across the
world, including across the Lego also operates its own in-house
Americas, Asia, Europe sales teams, also arranged
and the Middle East; geographically, which deal directly with
the Company’s larger corporate clients.
Proprietary Its own sales team is supported by a
designs, with the Company number of distributors in jurisdictions
owning a number of where the Company does not have a
patents and trademarks that direct presence.
prevent the unique design
Lego also operates a network of
of its bricks to be copied.
physical retail stores, where consumers
are able to purchase products directly.

Cost Structure Revenue Streams

Lego incurs costs in relation to the design and development of Lego derives revenue form the production and sale of its toys and games sets, and the
its products, the acquisition of supplies, consumables and raw licensing of its brands and intellectual properties, including Lego-branded video games,
materials, the licensing of franchise-branded content, the sale television programming and motion picture content.
and distribution of its products, and the retention of its
personnel. The Company also incurs utility and rental costs in
relation to its operations of an international network of offices
and retail stores.