IntroductionOur group's research focuses on the Lego group. Founded in 1932 by Ole Kirk Christiansen, Lego is today an iconic brand recognized internationally for its production of Lego brand toys.11. Description of the LEGO Company1.1 Nature of the LEGO Business The company's principal activity is the manufacturing and retailing of toys. It is a major competitor in the toy industry. Lego produces different colored bricks that can fit together to create structures. The bricks are sold in sets including the bricks needed to create a miniature model replicating a larger structure taken from real life or even popular movie scenes. Lego also makes small Lego figures and sells them both individually and as part of sets to add a degree of realism to the scene. In addition to producing toys, Lego has opened a few amusement parks known as "Legoland" in some countries around the world. world, although it eventually sold the parks to Merlin Entertainments so that they could concentrate on their core business of making toys.1 Since 1997, Lego has also expanded into the video game market, launching games such as “Lego Racers” and “Lego Batman”. 2 Even more recently, Lego has become involved in the production of feature films based on the toy.21.2 History and success of LEGO LEGO was on the verge of bankruptcy in 2003, but recovered from near insolvency thanks to a proper restructuring of the company. .3 Its sales have tripled since 2007 and in the first half of 2013, the Danish group's $1.9 billion turnover was just behind market leader Mattel's $2.2 billion.4 In 2013, Lego also overtook Hasbro Inc to become the second largest toy company in the world. worldwide.5The launch of the "Friends" range in 2012 was a phenomenal success and Lego's net profit...... middle of paper ...... to higher sales figures. So places with high foot traffic (people) would be desirable, for example Bedok Mall, is in a very good position as it is connected by an underpass to Bedok MRT and it is in a very accessible location. 3.4.6 Demographic Segmentation Target market of Legos includes both genders, male and female. Lego targets different age groups, from preschool to teenagers, with the main focus being on the age group of 5 to 15 years.133.4.7 Psychological SegmentationLego targets people who believe in these six values; Imagination, creativity, fun, learning, caring, quality.313.4.8 Behavioral segmentationLego aims to increase brand loyalty through its VIP program which offers benefits, such as access to special decorations, events and promotions. 32; and Lego Club also provides exclusive information on upcoming sets; comics; quizzes; free puzzles.33