Lego
Lego is famous for their products – but there’s much more to them than that. The name 'LEGO' is an abbreviation of the two Danish words "leg godt", meaning "play well". It’s their name and it’s their ideal.

The LEGO Group was founded in 1932 by Ole Kirk Christiansen. The Company has passed from father to son and is now owned by Kjeld Kirk Kristiansen, a grandchild of the founder.

It has come a long way over the past 70 years - from a small carpenter’s workshop to a modern, global enterprise that is now, in terms of sales, the world’s sixth-largest manufacturer of toys.

The Lego head office is in Billund, Denmark but they have subsidiaries and branches throughout the world, and LEGO products are sold in more than 130 countries.

The purpose and vision of the LEGO Group is to inspire children to explore and challenge their own creative potential.

They strive to accomplish this by offering a range of high quality and fun products centered around our building systems.

In the hands of children, the products inspire the unique form of LEGO play that is fun, creative, engaging, challenging - all at the same time.

This activity supports the child, giving it the special pride of accomplishment. In the process it "automatically" or playfully develops a set of future, highly-relevant capabilities: Creative and structured problem-solving, curiosity and imagination, interpersonal skills and physical motor skills - building with LEGO bricks is thus about "learning through play".

The LEGO brand is more than simply their familiar logo. It is the expectations that people have of the company – towards its products and services, and the accountability that the LEGO Group feels towards the world around it. The brand acts as a guarantee of quality and originality.

LEGO shall achieve our mission by constantly focusing on their strong brand.

Children are our role models
Children are inquisitive, creative and imaginative – with an innate urge to learn. LEGO must stimulate the child in each of us!

They have a definite approach to quality, and they want to be the best and most credible player in the toy business. LEGO will strive constantly to develop innovative products which promote creativity and fun-packed play.

These are the values that make the LEGO brand unique – and give us the edge on all the others.

After a couple of difficult years, the LEGO Group has demonstrated with its latest accounts that the company is back on track. Over the next two years they shall focus on building a strong, profitable enterprise. This will be the foundation for growth in the years that follow.

The company’s vision builds on a continuation of the LEGO brick. The very essence of play with LEGO bricks is the enjoyment of building – enabling children to release their creativity and develop new things, and in the process expanding their imagination. LEGO play is learning how to think in both structured and creative mode – simultaneously.

Shared Vision
LEGO Group strategy for the period to 2010 goes under the name of Shared Vision. The strategy is made up of many components – but its core remains unchanged.

We must:
• Be the best at creating value for our customers and sales channels.
• Refocus on the value we offer our consumers.
• Increase operational excellence.

The strategy underlines the continued importance of focusing on profitability within the organization. The situation facing all toy manufacturers at present is that they are pressured from many quarters – by consumers, customers and competitors. The LEGO Group meets this challenge with a determination to bind consumers, fans and retailers even closer to our organization.

At the same time, the Group will increasingly refine and improve its product range to enable its new products to compete, for example, with the many electronic products on the market.

It continues to be the LEGO Group’s primary purpose to supply good, healthy play - developing children and helping them to face the challenges of tomorrow.

See More Items From LEGO!
 

	Toy Name: Batmobile Two Faces Escape Batman Lego Company: LEGO For Ages: 8-12 Years Race against Two-Face's escape! When Two-Face™ tries to get away with an armored car full of stolen money, it's time to send the Batmobile into action! Dodge the two-sided truck's hidden weapons, then fire the Batmobile's rocket at the secret panel to send Two-Face flying!
	Toy Name: Bionicle Lego Vorzahk Company: LEGO For Ages: 7+ Years Nothing gets in their way! Vorzakh of Le-Metru don't have the patience for long chases. They would rather just smash everything in their path until they find the Matoran they are searching for. Their Staffs of Erasing temporarily turn Matoran into mindless "shamblers." Includes Kanoka disk launcher and glow-in-the-dark disk.
	Toy Name: Bob the Builder Lego: Travis & Bob's Mobile Caravan Company: LEGO For Ages: 2-5 Years Help Bob find a new home! From the hit television series, Bob the Builder, this Lego building set is ready for fixing! Bob the builder is ready to move to a new spot in Sunflower Valley. Good thing he has Travis to tow his mobile caravan to his new home! Park the mobile caravan and Bob is ready to get back to work. Includes LEGO Bob the Builder, Travis and Pilchard the cat.
	Toy Name: Lego Duplo Zoo Set Company: LEGO For Ages: 2-4 Years Build a zoo from a child’s imagination! The LEGO DUPLO Zoo includes two figures and lots of safe, easy to use bricks in different shapes and colors to help younger builders get their start, all in a durable and practical storage tub. With so many possible creatures and scenes to build, there’s no limit to what they can imagine!
	Toy Name: Lego Shape Sorter Toy Company: LEGO Children will love stacking the different colored shapes in the Lego Shape Sorter Toy Bucket! The lego toy's lid includes special slots where they can start their stack, making this building toy a perfect learning tool for any child builder! This educational toy is perfect as a fun shape sorting toy!
	Toy Name: Mistlands Castle Tower Lego Knight Company: LEGO For Ages: 7-14 Years Control the Tower's magic! Deep in the heart of Morcia rises the ancient and magical Mistlands Tower…and Lord Vladek and his Rogue Knights want its power for themselves! It’s up to King Jayko and his brave knights to hold their ground and defend the tower! Use the tower’s traps and dungeon to stop the attackers if you can, but watch out for their launching catapult! If the mysterious blacksmith can re-forge the Shield of Ages in time, our heroes just might be able to save the kingdom! Includes King Jayko, Lord Vladek, Sir Adric, Karzon, Blacksmith and skeleton mini figures.
	Toy Name: Lego Advent Calendar for Christmas Company: LEGO For Ages: 5-12 Years 24 days of LEGO® surprises in this Lego Advent Calendar! Bring your LEGO® City to life with 24 exciting days of new surprises! Each day, open a new window in the specially designed Advent Calendar box to reveal a new set -- 24 in all! The models include a variety of City equipment and mini figures, plus a Santa Claus with tree, fireplace and presents! The specially designed box features a cool holiday City scene with 24 "windows!" Get your 2006 Lego City Advent Calendar while supplies last!
	Toy Name: Lego Technic Excavator Set Company: LEGO For Ages: 8+ Years Build an awesome excavator with this Lego Technic building set! Construct your own authentic looking and functioning excavator, complete with cool crawler tracks and a cab that really rotates. Make it a part of your construction crew! Turn the knobs to control the excavator arm and bucket of the Lego Technic Excavator set. Includes step by step instructions to make a track-type tractor alternative model.
	Toy Name: Lego High Speed Train Company: LEGO For Ages: 8+ Years Get there in a hurry with the high speed train! Commuters rely on this lightning-fast locomotive to get them to work on time! Add this high speed train to your LEGO town and keep passengers moving from place to place. Complete set includes engine and passenger car, train station platform, 3 mini-figures, accessories and more. Set also includes 16 curved rails to create a 2 foot circle, as well as a 9-volt Speed Regulator and motor.
	Toy Name: Lego Spiderman Doc Ock's Hideout Company: LEGO For Ages: 6-12 Years Doc Ock has kidnapped Mary Jane and taken her back to his hideout at an abandoned pier, and Spiderman is on his way to save her, and so is Harry Osborn in his speedboat! Can they get there before Ock uses his awesome fusion machine? This Spiderman Lego set includes: Spiderman, Doc Ock, Mary Jane, Harry Osborn, fusion machine, speedboat, and detailed lego instructions, making this lego toy perfect for any child who loves making lego creations!
	Toy Name: Spongebob and Plankton's Lego Adventure Company: LEGO For Ages: 7-12 Years Plankton on the brain! Just when you thought things couldn’t get any wackier in Bikini Bottom…Plankton has taken over SpongeBob's brain and is making him do some wild things! Plankton can make SpongeBob spin his eyes, shoot jellyfish from his mouth, and change SpongeBob’s expression from a frown to a smile.
	Toy Name: Star Wars Clone Turbo Tank Set Company: LEGO For Ages: 7+ Years Help Mace Windu defend the Jedi Knights in this Lego Star Wars set! Here comes the massive clone turbo tank, flanked by the swift BARC speeder and ready for battle. This detailed Lego Star Wars set features a working suspension so the Clone Turbo Tank can handle tough terrain! It includes 2 Clone Troopers, Kashyyyk Trooper, 2 Battle Droids, Aerial Trooper and Mace Windu with light-up lightsaber. Now you can re-create scenes from the Star Wars episodes in this Lego Star Wars building set.
	Toy Name: Lego Wild Hunters Designer Set Company: LEGO For Ages: 6+ Years Go on a LEGO safari with the Wild Hunters Designer Set! Build some of the world's most dangerous animals with this new LEGO Designer Set! The detailed lion, hyena and vulture models can all be built and played with at once. The LEGO Wild Hunters Designer Set includes 2 Idea Books totalling 132 pages of LEGO excitement, with step-by-step instructions for 9 models and inspiration for 26 more! Features realistic joint elements to help bring Wild Hunters to life. Three levels of building fun: Quick Build, Experienced Build and Advanced Build. Combine with other LEGO sets to make your own amazing creations! Build a lion, vulture, elephant, wild boar, crocodile, boa constrictor and much more! Lion measures 11" long and vulture has a 7.5" wingspane.