The document discusses LEGO as an innovative company that values its customers. It notes that LEGO is the 2nd largest toy manufacturer in the world and discusses how the gaming industry has grown to include more women and older audiences. LEGO knows its customers well and focuses on returning customers rather than just sales. The document recommends benchmarking against LEGO's innovation and customer focus if wanting to innovate a toy or gaming company.

1. Inside
Out
of
the
Building Innovation
One Brick At A Time
The LEGO Story

2. “Nobody at LEGO is measured on
sales because the most important
thing is that kids and retailers
return for more in the future.”
Jorgen Vig Knudstorp - CEO

3. 2nd Largest Toy Manufacture In The World

4. 2015 Consumer Demographics of US Gaming Industry in US.
Toys for Grandma?!
2015 saw an increase in the average age of gamers in both groups of men and women. The average MALE game
player age jumped from 31 to 35, and women jumped from 36, to 43. And why wouldn’t they! It’s a growing and fun
industry where there is money to be made as a gamer, and an employee or as a developer/producer of games.
 4 out of 10 in US are women (43%)
 3 out of 10 are over the age of 50
 The most frequent FEMALE GAME PLAYER is on average 43 years old
 the average MALE GAME PLAYER is 35 years old
 Only 1 out of 10 is a boy under the age of 17 years’ old
 Today, gaming is one of the world’s largest most appreciated and most demographically widespread form of
entertainment. - http://www.theesa.com/wp-content/uploads/2015/04/ESA-Essential-Facts-2015.pdf
The Competition
Nintendo, Sony, Microsoft, Activision Blizzard, Electronic Arts – Top On-line Game Producers
LEGO Is Here To Stay Because They Know Their Customer!

5. http://www.google.com/trends/explore#q=lego
It’s About The Fans - Customer, Kids & Adults!

6. LEGO – Valuing Innovation
Value the brick (your core)
Look ‘Outside’ and ‘Inside’ for the full story
Engage your customer if you want growth
Tell a good story and build on it!
Great Case Study:
http://www.slideshare.net/jkaonline/the-lego-case-study-the-great-turnaround-2003-
2013?related=1
LEGO Values Innovation Thought-Out The Organization

7. Benchmark Your Innovation With LEGO

8. If you are in the toy or gaming industry
If you are in the wanting to innovate your company
If you are wanting to build or market your toy or idea
If you looking to build or improve upon your processes
When Only The Best Is Good Enough… You Model Them!
Want to learn more?
Want to be Innovative?
If you looking to build and/or integrate your web of people, process and technology…
Want to be Faster?
Want to be a Leader?
Want to be a #Toymaker?
Contact Chip
chip@chipjustice.com
www.chipjustice.com