{"page":"\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/resources-c03aa079.css\" /\u003e\n\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/lp_boclips_stylesheets-517835be.css\" media=\"all\" /\u003e\n\u003cdiv data-title='Danish toy maker pursuing new markets in Asia' data-url='/boclips/videos/5c54d2b8d8eafeecae1e4134' data-video-url='/boclips/videos/5c54d2b8d8eafeecae1e4134' id='bo_player_modal'\u003e\n\u003cdiv class='boclips-resource-page modal-dialog panel-container'\u003e\n\u003cdiv class='react-notifications-root'\u003e\u003c/div\u003e\n\u003cdiv class='rp-header'\u003e\n\u003cdiv class='rp-type'\u003e\n\u003ci aria-hidden='true' class='fai fa-regular fa-circle-play'\u003e\u003c/i\u003e\nVideo\n\u003c/div\u003e\n\u003ch1 class='rp-title' id='video-title'\u003e\nDanish toy maker pursuing new markets in Asia\n\u003c/h1\u003e\n\u003cdiv class='rp-actions'\u003e\n\u003cdiv class='mr-1'\u003e\n\u003ca class=\"btn btn-success\" data-posthog-event=\"Signup: LP Signup Activity\" data-posthog-location=\"body_link_boclips\" data-remote=\"true\" href=\"/subscription/new\"\u003e\u003cspan\u003e\u003cspan\u003eGet Free Access\u003c/span\u003e\u003cspan class=\"\"\u003e for 10 Days\u003c/span\u003e\u003cspan\u003e!\u003c/span\u003e\u003c/span\u003e\u003c/a\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-body'\u003e\n\u003cdiv class='rp-info'\u003e\n\u003cdiv aria-label='Hide resource details' class='rp-hide-info' role='button' tabindex='0'\u003e\u0026times;\u003c/div\u003e\n\u003ci aria-label='Expand resource details' class='rp-expand-info fai fa-solid fa-up-right-and-down-left-from-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003ci aria-label='Compress resource details' class='rp-compress-info fai fa-solid fa-down-left-and-up-right-to-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003cdiv class='rp-rating'\u003e\n\u003cspan class='resource-pool'\u003e\n\u003cspan class='pool-label'\u003ePublisher:\u003c/span\u003e\n\u003cspan class='pool-name'\u003e\n\u003cspan class='text'\u003e\u003ca data-publisher-id=\"30356011\" href=\"/search?publisher_ids%5B%5D=30356011\"\u003eCurated Video\u003c/a\u003e\u003c/span\u003e\n\u003c/span\u003e\n\u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-description'\u003e\n\u003cspan class='short-description'\u003eLEAD IN:It's a pivotal time of year for Danish toy maker Lego. The short period before Christmas accounts for around half its total annual sales. Having faced bankruptcy in 2004, one of the world's biggest toy makers is now setting its...\u003c/span\u003e\n\u003cspan class='full-description hide'\u003eLEAD IN:It's a pivotal time of year for Danish toy maker Lego. The short period before Christmas accounts for around half its total annual sales. Having faced bankruptcy in 2004, one of the world's biggest toy makers is now setting its sights on new markets in Asia.STORY-LINE:Whether it's summertime or the lead up to Christmas, it's always business as usual here at Lego's moulding factory in Billund, a small town in the Jutland peninsula of Denmark.Thousands of tiny Lego pieces are continually flowing off the production line, satisfying a global demand.During the moulding process, plastic is heated to between 230 and 310 degrees Celsius before being injected into moulds.On average, it takes around ten seconds to cool and eject new pieces.The Lego Group says its toy bricks are now sold in over 140 markets worldwide. Around 72 billion Lego pieces were sold in 2015.Founded by a Danish carpenter in 1932, the famed bricks made their first appearance in 1958.Despite these high-tech, box-carrying robots and sophisticated moulding techniques, production director Henrik Ostergaard Nielsen says things haven't changed dramatically.\"The process has really not changed a lot. For the last 50 years, we've been doing the same process over and over again,\" he says.\"You could say that the elements, the amount of elements we are producing of course has increased, so the moulds are a little bit bigger, the machines are a little bit bigger, but the process is really the same as we've been doing for many, many years.\"The western Denmark-based group has over 18,000 employees around the world and ranks among the world's biggest toymakers.In March this year, the group said its 2015 revenue soared 25 percent to 35.8 billion Danish kroner (approx. $5 billion US dollars).It said around 100 million children played with Lego products or used Lego materials in schools.Nielsen says it's a long journey from here to toy store shelves.\"In here, we are doing all the moulding bricks, so that's really where you start feeling the real product come to life,\" he says.\"So, from here are moulding the bricks and then they would go to our hybrid warehouse, then from that they would go into packing, where will then do the pre-packed bags and then the final packed boxes.\"That then goes into the distribution centre, that are delivered into the stores. So we are really in the early stages of our supply train.\"Once the moulded Lego pieces have been picked up and transported by these efficient floor-roaming robots, some make it here to the quality department.Lego designers like Morten Rauff ensure there are things they can be built into. There are around 250 designers working at the Lego Group's headquarters in Billund.Rauff created this winter-themed holiday train for the 'Lego Creator' range. It took around ten weeks to design.\"The great thing about working at Lego is that I actually meet in the morning and when I have to design a set like this, I just start with a pile of bricks and start building,\" he says.\"And seeing all the different possibilities within the Lego system and it's so versatile and there's always a solution for every problem.\"Lego claims there are 915,103,765 ways to combine six traditional two-by-four Lego bricks.'Lego' is a combination of two Danish words meaning 'Play Well'. Rauff has a background in architecture, but around four and a half years ago, he decided to follow his dream and try to become a Lego designer.\"For me it is a dream come true and as I see it, it is most of the time it's actually playing with bricks and having fun,\" he says.\"But of course we have meetings as well.\"Having cemented its place as one of the world's biggest toymakers, Lego is now sizing up new markets in Asia.The group recently (25 November) inaugurated its first brick-producing factory in China.The 165,000 square-metre factory in Jiaxing will play a key role in its attempt to bring Lego bricks to children in China and across Asia.\"We haven't had a huge presence, for instance in a market like China, we are in the top tier cities now , but of course we want to move out into other cities as well, tier two and tier three cities,\" says Lego Group representative Roar Rude Trangbaek.\"So it's a mix of people coming into the middle class, but also having the resources to go to China and to explain what Lego play is all about. \"Because we believe that it is equally relevant for a child in China, in Denmark, in the US, in the UK to play with Lego bricks.\"But can Lego maintain its strong position as children increasingly put high-tech toys - such as games consoles, smartphones and tablets - on their wish lists.Euromonitor toys and games analyst Svenja Kruchten believes it can.\"When parents see their children playing video games a lot during the day, they also want something that is more creative and maybe more engaging for a bigger group of people because video games are often played in isolation more or less,\" she says.\"So, they like their children to play with other children, socialise over it and that is done really well with traditional toys like Lego.\"AP TelevisionBillund, Denmark - 15 December 20161. Various of Lego pieces being produced in moulding factory2. SOUNDBITE (English) Henrik Ostergaard Nielsen, Factory Production Director:\"The process has really not changed a lot. For the last 50 years, we've been doing the same process over and over again. You could say that the elements, the amount of elements we are producing of course has increased, so the moulds are a little bit bigger, the machines are a little bit bigger, but the process is really the same as we've been doing for many, many years.\"3. Various of Lego pieces being produced in moulding factory4. SOUNDBITE (English) Henrik Ostergaard Nielsen, Factory Production Director:\"In here, we are doing all the moulding bricks, so that's really where you start feeling the real product come to life. So, from here we are moulding the bricks and then they would go to our hybrid warehouse, then from that they would go into packing, where will then do the pre-packed bags and then the final packed boxes. That then goes into the distribution centre, that are delivered into the stores. So we are really in the early stages of our supply train.\"5. Pan right of blue autonomous robot moving down aisle6. Close of box filled with red Lego bricks 7. Pan right of robot taking box of red Lego bricks away8. Low shot of blue autonomous robot driving by9. Various of Lego employee checking consistency of green Lego brick in quality department10. Various of Morten Rauff, 'Lego Creator' Designer, playing with Lego Creator Winter Holiday Train set he designed11. SOUNDBITE (English) Morten Rauff, 'Lego Creator' Designer:\"The great thing about working at Lego is that I actually meet in the morning and when I have to design a set like this, I just start with a pile of bricks and start building. And seeing all the different possibilities within the Lego system and it's so versatile and there's always a solution for every problem.\"12. Various of Rauff playing with Lego Creator Winter Holiday Train set he designed13. SOUNDBITE (English) Morten Rauff, 'Lego Creator' Designer:\"For me it is a dream come true and as I see it, it is most of the time, it's actually playing with bricks and having fun, but of course we have meetings as well (laughs).\"14. Mid of 'Lego' flag flying outside Lego Group headquarters in Billund15. Tilt up of Lego Group headquarters exterior16. Pan left of Lego Group headquarters interior17. Pull out of blue Lego bricks18. Close of blue Lego bricks19. Tilt up from blue Lego bricks to Lego logo20. SOUNDBITE (English) Roar Rude Trangbaek, Lego Group Representative:\"We haven't had a huge presence, for instance in a market like China, we are in the top tier cities now, but of course we want to move out into other cities as well, tier two and tier three cities. So it's a mix of people coming into the middle class, but also having the resources to go to China and to explain what Lego play is all about. Because we believe that it is equally relevant for a child in China, in Denmark, in the US, in the UK to play with Lego bricks.\"AP TelevisionLondon, UK - 19 December 201621. Setup shot of Svenja Kruchten, Research Analyst, Euromonitor International, walking22. SOUNDBITE (English) Svenja Kruchten, Research Analyst, Euromonitor International:\"When parents see their children playing video games a lot during the day, they also want something that is more creative and maybe more engaging for a bigger group of people because video games are often played in isolation more or less. So, they like their children to play with other children, socialise over it and that is done really well with traditional toys like Lego.\"AP TelevisionBillund, Denmark - 15 December 201623. Pull out of 'Lego' logo \u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='action-container flex justify-between'\u003e\n\u003cbutton aria-expanded='false' aria-label='Read more description' class='rp-full-description' type='button'\u003e\n\u003ci class='fai fa-solid fa-align-left'\u003e\u003c/i\u003e\n\u003cspan id='read_more'\u003eRead More\u003c/span\u003e\n\u003c/button\u003e\n\u003cdiv class='rp-report'\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv aria-labelledby='resource-details-heading' class='rp-info-section'\u003e\n\u003ch2 class='title' id='resource-details-heading'\u003eResource Details\u003c/h2\u003e\n\u003cdiv class='rp-resource-details clearfix'\u003e\n\u003cdiv class='detail'\u003e\n\u003cdl\u003e\n\u003cdt\u003eCurator Rating\u003c/dt\u003e\n\u003cdd\u003e\u003cspan class=\"star-rating\" aria-label=\"3.5 out of 5 stars\" role=\"img\"\u003e\u003ci class=\"fa-solid fa-star text-action\" aria-hidden=\"true\"\u003e\u003c/i\u003e\u003ci class=\"fa-solid fa-star text-action\" aria-hidden=\"true\"\u003e\u003c/i\u003e\u003ci class=\"fa-solid fa-star text-action\" aria-hidden=\"true\"\u003e\u003c/i\u003e\u003ci class=\"fa-solid fa-star-half-stroke text-action\" aria-hidden=\"true\"\u003e\u003c/i\u003e\u003ci class=\"fa-regular fa-star text-action\" aria-hidden=\"true\"\u003e\u003c/i\u003e\u003c/span\u003e\u003c/dd\u003e\n\u003c/dl\u003e\n\u003c/div\u003e\n\u003cdiv class='detail'\u003e\n\u003cdl\u003e\n\u003cdt class=\"educator-rating-title\"\u003eEducator Rating\u003c/dt\u003e\u003cdd\u003e\u003cdiv class=\"educator-rating-details\" data-path=\"/educator_ratings/rrp_data?resourceable_id=1098614\u0026amp;resourceable_type=Boclips%3A%3AVideoMetadata\"\u003e\u003cspan class=\"not-yet-rated\"\u003eNot yet Rated\u003c/span\u003e\u003c/div\u003e\u003c/dd\u003e\n\u003c/dl\u003e\n\u003c/div\u003e\n\u003cdiv class='detail'\u003e\n\u003cdl\u003e\n\u003cdt\u003eGrade\u003c/dt\u003e\u003cdd title=\"Grade\"\u003eHigher Ed\u003c/dd\u003e\n\u003c/dl\u003e\n\u003c/div\u003e\n\u003cdiv class='detail'\u003e\n\u003cdl\u003e\n\u003cdt\u003eSubjects\u003c/dt\u003e\u003cdd\u003e\u003cspan\u003e\u003ca href=\"/search?grade_ids%5B%5D=259\u0026amp;search_tab_id=1\u0026amp;subject_ids%5B%5D=1216220\"\u003eAll Subjects\u003c/a\u003e\u003c/span\u003e\u003c/dd\u003e\n\u003c/dl\u003e\n\u003c/div\u003e\n\u003cdiv class='detail'\u003e\n\u003cdl\u003e\n\u003cdt\u003eMedia Type\u003c/dt\u003e\u003cdd\u003e\u003cspan\u003e\u003ca href=\"/search?grade_ids%5B%5D=259\u0026amp;search_tab_id=2\u0026amp;type_ids%5B%5D=4543650\"\u003eNews Clips\u003c/a\u003e\u003c/span\u003e\u003c/dd\u003e\n\u003c/dl\u003e\n\u003c/div\u003e\n\u003cdiv class='detail'\u003e\n\u003cdl\u003e\n\u003cdt\u003eSource:\u003c/dt\u003e\n\u003cdd\u003e\u003c/dd\u003e\n\u003c/dl\u003e\n\u003c/div\u003e\n\u003cdiv class='detail'\u003e\n\u003cdl\u003e\n\u003cdt\u003eDate\u003c/dt\u003e\n\u003cdd\u003e2016\u003c/dd\u003e\n\u003c/dl\u003e\n\u003c/div\u003e\n\u003cdiv class='detail'\u003e\n\u003cdl\u003e\n\u003ci aria-hidden='true' class='fai fa-solid fa-language'\u003e\u003c/i\u003e\n\n\u003c/dl\u003e\n\u003c/div\u003e\n\u003cdiv class='detail'\u003e\n\u003cdl\u003e\n\u003cdt\u003eAudiences\u003c/dt\u003e\u003cdd\u003e\u003cspan\u003e\u003ca href=\"/search?audience_ids%5B%5D=371079\u0026amp;grade_ids%5B%5D=259\u0026amp;search_tab_id=1\"\u003eFor Teacher Use\u003c/a\u003e\u003c/span\u003e\u003c/dd\u003e\u003cdd class=\"text-muted\"\u003e\u003ci class=\"fa-solid fa-lock mr5\"\u003e\u003c/i\u003e2 more...\u003c/dd\u003e\n\u003c/dl\u003e\n\u003c/div\u003e\n\u003cdiv class='detail'\u003e\n\u003cdl\u003e\n\n\u003c/dl\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv aria-labelledby='concepts-heading' class='rp-info-section'\u003e\n\u003ch2 class='title' id='concepts-heading'\u003eConcepts\u003c/h2\u003e\n\u003cdiv class='clearfix'\u003e\n\u003cdiv class='details-list concepts' data-identifier='Boclips::VideoDecorator' data-type='concepts'\u003ecities, years, video games, elements, robotics, entertainment, china, business, performing arts\u003c/div\u003e\n\u003cdiv class='concepts-toggle-buttons' data-identifier='Boclips::VideoDecorator'\u003e\n\u003cbutton aria-expanded='false' class='more btn-link' type='button'\u003e\n\u003cspan\u003eShow More\u003c/span\u003e\n\u003ci aria-hidden='true' class='fa-solid fa-caret-down ml5'\u003e\u003c/i\u003e\n\u003c/button\u003e\n\u003cbutton aria-expanded='true' class='less btn-link' style='display: none;' type='button'\u003e\n\u003cspan\u003eShow Less\u003c/span\u003e\n\u003ci aria-hidden='true' class='fa-solid fa-caret-up ml5'\u003e\u003c/i\u003e\n\u003c/button\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv aria-labelledby='additional-tags-heading' class='rp-info-section'\u003e\n\u003ch2 class='title' id='additional-tags-heading'\u003eAdditional Tags\u003c/h2\u003e\n\u003cdiv class='clearfix'\u003e\n\u003cdiv class='details-list keyterms' data-identifier='Boclips::VideoDecorator' data-type='keyterms'\u003ebit bigger, child, start, computing and information technology, lifestyle, production facilities, playing, people, visual arts, meet, breaks, recreation and leisure, stagecraft, games, molding, bricks, thing, set design, corporate news, play, children, arts and entertainment, lego, process\u003c/div\u003e\n\u003cdiv class='keyterms-toggle-buttons' data-identifier='Boclips::VideoDecorator'\u003e\n\u003cbutton aria-expanded='false' class='more btn-link' type='button'\u003e\n\u003cspan\u003eShow More\u003c/span\u003e\n\u003ci aria-hidden='true' class='fa-solid fa-caret-down ml5'\u003e\u003c/i\u003e\n\u003c/button\u003e\n\u003cbutton aria-expanded='true' class='less btn-link' style='display: none;' type='button'\u003e\n\u003cspan\u003eShow Less\u003c/span\u003e\n\u003ci aria-hidden='true' class='fa-solid fa-caret-up ml5'\u003e\u003c/i\u003e\n\u003c/button\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv aria-labelledby='educator-ratings-heading' class='rp-info-section'\u003e\n\u003ch2 class='title sr-only' id='educator-ratings-heading'\u003eEducator Ratings\u003c/h2\u003e\n\u003cdiv id=\"educator-ratings-root\"\u003e\u003c/div\u003e\u003cdiv id=\"all-educator-ratings-root\"\u003e\u003c/div\u003e\u003cdiv id=\"educator-rating-form-root\"\u003e\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-resource'\u003e\n\u003cdiv aria-label='Show resource details' class='rp-show-info' role='button' tabindex='0'\u003e\n\u003ci class='fai fa-solid fa-align-left'\u003e\u003c/i\u003e\nShow resource details\n\u003c/div\u003e\n\u003cdiv aria-label='Video player' class='player' id='player-wrapper' role='region'\u003e\n\u003cdiv class='relative container mx-auto' id='lp-boclips-visitor-thumbnail'\u003e\n\u003ca class=\"block\" data-html=\"true\" data-placement=\"bottom\" data-trigger=\"click\" data-content=\"\u003cdiv class=\u0026quot;text-center py-2\u0026quot;\u003e\u003ca class=\u0026quot;bold\u0026quot; href=\u0026quot;/auth/users/sign_in\u0026quot;\u003eSign in\u003c/a\u003e or \u003ca class=\u0026quot;bold text-danger\u0026quot; data-posthog-event=\u0026quot;Signup: LP Signup Activity\u0026quot; data-posthog-location=\u0026quot;body_link_boclips\u0026quot; data-remote=\u0026quot;true\u0026quot; href=\u0026quot;/subscription/new\u0026quot;\u003eJoin Now\u003c/a\u003e\u003c/div\u003e\" data-title=\"Get Full Access\" data-container=\"body\" rel=\"popover\" tabindex=\"0\" aria-label=\"Play video: Danish toy maker pursuing new markets in Asia\" href=\"/subscription/new\"\u003e\u003cimg class=\"resource-img img-thumbnail img-responsive z-10 lp-boclips-thumbnail w-full h-full lozad\" alt=\"Danish toy maker pursuing new markets in Asia\" title=\"Danish toy maker pursuing new markets in Asia\" onError=\"handleImageNotLoadedError(this)\" data-default-image=\"https://static.lp.lexp.cloud/images/attachment_defaults/resource/large/missing.png\" data-src=\"https://static.lp.lexp.cloud/images/attachment_defaults/resource/large/missing.png\" width=\"315\" height=\"220\" src=\"data:image/png;base64,R0lGODlhAQABAAD/ACwAAAAAAQABAAACADs\" /\u003e\n\u003cspan aria-hidden='true' class='flex justify-center items-center bg-white rounded-full w-16 h-16 absolute top-1/2 left-1/2 -mt-8 -ml-8 cursor-pointer z-0 border-2 border-primary drop-shadow-md lp-boclips-thumbnail-playBtn'\u003e\n\u003ci class='fa-solid fa-play text-primary text-3xl ml-1 drop-shadow-xl'\u003e\u003c/i\u003e\n\u003c/span\u003e\n\u003c/a\u003e\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n"}