Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

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Research on Lego Multi-channel Development: Success and Improvement

Authors
Yushan Cong1, †, Chuanze Liu2, †, Jinjin Qian3, *, †
1Beijing Bayi School International Department, 100080, Beijing, China
2Bellerbys College Brighton Brighton, BN1 4LF The UK
3University International College, Macau University of Science and Technology, 999078, Macau, China
†

These authors contributed equally

*Corresponding author. Email:1809853ju011006@student.must.edu.mo
Corresponding Author
Jinjin Qian
Available Online 15 December 2021.
DOI
10.2991/assehr.k.211209.345How to use a DOI?
Keywords
Legoland; Lego movie; Lego games; Brand alliance strategy
Abstract

Nowadays, many people think that our world is surrounded by entertainment step by step, especially for children. When customers go to the supermarket, Lego is one of the most popular toys. Therefore, detailed research was conducted about Lego’s business model analysis. As a large toy company controlling nearly 80% of the market share of building toys in 1992, Lego has achieved increasing the sales of toys through the brand alliance strategy with many popular companies. Lego has used this strategy in movies, including The Lego Batman movie. These films achieve the goal of a joint strategy from each of the three strategies, but in fact, some problems may lead to results. Throughout its history, Lego has gone through many twists and turns. One of the most influential was negative cash flow in 2003, but the new CEO saved the day. Legoland now has a variety of branches that can cater to children’s diverse interests. However, with the continuous development of electronic product technology, some entertainment methods are demonstrated by video games. Lego has won the classic sense of crisis, and the Lego series of video games with Lego bricks as the protagonist. Lego continues to update video games to attract new consumers and stimulate consumer interest in the product. Lego video games have promoted the sales of Lego products. Moreover, Lego followed the business development blindly, which is a fatal drawback. Finally, Lego had one foot in bankruptcy due to the over-spending and less revenue.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
15 December 2021
ISBN
978-94-6239-483-4
ISSN
2352-5428
DOI
10.2991/assehr.k.211209.345How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

risenwbib
TY  - CONF
AU  - Yushan Cong
AU  - Chuanze Liu
AU  - Jinjin Qian
PY  - 2021
DA  - 2021/12/15
TI  - Research on Lego Multi-channel Development: Success and Improvement
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 2104
EP  - 2109
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.345
DO  - 10.2991/assehr.k.211209.345
ID  - Cong2021
ER  -