The LEGO Group, established by Ole Kirk Christiansen 80 years ago, had a spectacular evolution, being today present in over 130 countries. The iconic LEGO® brick is known and appreciated by children all over the world, becoming a real symbol and the worldwide famous brand.
The extension of the LEGO Group on the Romanian market is part of Group’s strategy for Eastern Europe. Romania represents a growing community in the region as the local toys market is reaching maturity.
The LEGO Group’s subsidiary in Romania was established at the end of 2011 but officially started its activity 1st January 2012. It is run by John Ungermand, Senior Director Emerging Europe. The LEGO brand is the leader in the local toys market managing to double its market share between July 2011 and July 2012.
By opening a subsidiary in Romania, the LEGO Group’s objectives are to contribute to the development of the market through substantial investments both in upgrading toy stores and by informing parents about the positive role that construction toys play in developing imagination, attention and creativity for their children.
“The mission of the LEGO Group is to inspire and develop the builders of tomorrow and by being present directly in Romania we hope to contribute to the harmonious growth of the next generations”, states John Ungermand, Senior Director, Emerging Europe.
The involvement in the educational process is one of the core values of the company and partnering with educational institutions is a tradition for the LEGO Group
With the official launch on the Romania market, the LEGO Group supports the educational program My City through which it will donate a truckload of LEGO bricks, representing 5.6 tons of building elements worth EUR 250,000 from which will benefit children in 150 urban and rural schools. The educational program is conducted by Junior Achievement Romania in partnership with the Ministry of Education. Benefiting from the investment in education made by LEGO Group, pupils will now be able to simulate the building and development of a city, taking into account the impact of their decisions on the citizens, the entrepreneurs and the environment.
“We believe learning is more effective when children are actively involved in building something that has a personal meaning for them. Herein lays the basics of educational philosophy of the LEGO Learning System: the ability to find new and different solutions to increasingly complex problems. For this reason we strive to inspire children to grow in the spirit of creativity and innovative thinking”, says Jørgen Vig Knudstorp, CEO of the LEGO Group.
This program is a first step in a sustainable commitment through which the LEGO Group aims to support the educational sector in our country.
About the LEGO Group:
The LEGO Group is a privately held company based in Billund, Denmark. The company is still owned by the Kirk Kristiansen family who founded it in 1932. LEGO Romania was founded in 2011 and officially started its activity 1st January 2012.
The LEGO Group is engaged in the development of children’s creativity through playing and learning. Based on the world-famous LEGO® brick, the company today provides toys, experiences and teaching materials for children in more than 130 countries. The LEGO Group has approximately 10,000 employees, and it is the world’s third largest manufacturer of play materials.