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LEGO's success with girls

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    Jørgen Vig Knudstorp on LEGO's new expansion and controversy around it

  • Duration 5:08
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-- Friday ATU.

And let's start things up with a fun topic the toys.

They'll Lego company is saying that their new venture Lego friends -- been so successful there actually expanding in different parts of the world.

So let's talk a little bit about why they've had since such success.

With -- CEO of the company you're in big convenience store -- and I hope.

I said your name correctly how are you today.

I'm very well thank you -- break from observations wonderful thank you very much -- joining us.

Right now and you're gonna talk about this new -- first just describe it force and it's and it's sort of targeting.

Young girls is close to the usual young boys market that -- normally goes after talking a little about that.

Yes certainly so we have seen over the years that many -- of course I interest have been creative construction -- and playing with an evil and I think we've already had.

Many goats and -- audience but we have as a company predominant been speaking to force which seems like there.

Liquid reports -- style -- -- from the jungle and the classically when CT.

So we really set out -- Tosca how do we develop accorded -- experience very true to the values of the people.

But something that's really relevant to -- more so -- -- and out of that came.

Legal France which deals with the social life of -- group of friends around to see you record hot to -- Citi.

And there we spent time with more than 3500.

Girls so for years to develop -- -- -- -- earlier this year.

And it's had a phenomenal reception.

In countries ranging from such countries like Japan China South Korea the US and across Europe.

And you mentioned -- -- for years to develop this and that did reading your release that you said it was very well researched talk us a little bit.

About what went to coming up -- this concept.

Yes so.

Not only do we test what their -- -- that I -- how to feed them before we go to Betty Davis.

We spent time with girls see how they spent their time we literally.

Have -- the -- was living with their families and we started family life in the US and Germany the UK and China.

So understand.

What is it that's going on what's relevant to them what -- they excited to -- And that's helped us -- it and then once we have some might BS we test several prototypes and invite him to co create deranged would us.

So we eventually get a product that's really has to told -- And since that's highly appealing to -- But what is really get every one is hard to imagine -- being controversial but there were some groups that actually came out against this talk me about.

That part of it whereas the controversy.

Well what happened lawsuit -- -- so grown cynical friends captured the front page approved for a -- this week and so.

A couple of months before the product actually hit the shelf -- -- campaign stop it.

There was some controversy put a lot of debt related to not really having seen tried to product.

Wants to product -- to street.

The controversy disappeared because I think it was so obvious that this was really a true -- construction product I think a lot of their.

Misunderstanding had to do with that it was perceived as a loss making dollars and no longer they're making vehicle and of course people who were.

Taking that up because they're sort of vehicle would be equally relevant to -- to voice and we couldn't agree more.

And then I think we learned that in our markets and we have put it may be been too focused on deployed.

I supposed to really also focusing on gross and we took that listen to hop and hasn't just have adjusted our markets and to speak equally to -- -- now.

-- -- we girls can build to -- take them.

I wonder what what in the well my thought that I should have a much better out think that.

So what -- what inspired that the changes there's anything specific that sort of made the company.

All of the sudden decides to go this route or I guess a better question what took so long.

They've actually I'm -- it took so long products -- is until I've been with the company eleven years now and I'll always in speaking to consume -- announced divorce and so on content to question why don't you have something more for -- and we tried some things and we didn't feel it really work so we set out this journey and -- this time -- really gonna do it drives and then once we have a drive we're gonna do it truly.

Intends to -- launch.

The launch of people friends has been wanted to because won't just a company has ever undertaken so.

It took awhile ticket order right but you're right we've been two too -- -- product but finally we seem to have been there.

Getting this right and that's of course social I was so happy to share these results today.

That's -- at any girl like me displayed with the boys toys anyway since come up buying.

I've -- -- a little bit and just quickly -- -- have too much time left but I this one is zero in on how you're expanding this product now considering it done so well.

Well so far we're looking forward to go through Christmas with the -- to still have already launched and then we certainly already now thinking about the coming years.

And I think we use he has stay very true to the concept of legal for -- working so well.

We think that's enough mortar can be done within that space.

Aren't -- find out more Lego dot com -- -- thanks so much for being out this is -- stock -- Thank you very nice to talk to --

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