Strategic plan for LEGO Group Company Essay Example | Topics and Well Written Essays - 2250 words

Strategic plan for LEGO Group Company - Essay Example The company was started in the founder’s workshop where Ole Kirk Christiansen created toys made of wood in 1932, but the first famous plastic brick was developed in 1949. The name of the company was developed by Christiansen from a Danish term meaning â€Å"play well†, however, the company states that LEGO means â€Å"putting together† or â€Å"assembling† in Latin, but this translation is liberal. In 1947, the company obtained samples of interconnecting bricks manufactured by Kiddicraft through the manufacturer of injection molding equipment based in London that had an interest in the development of equipment sales in Denmark. Initially, Christiansen was skeptical but Kiddicraft convinced him to make the plastic bricks instead of the wooden toys he had been making. In 1949, the LEGO Group started making bricks that were similar to the manufactured by Kiddicraft while referring to them as â€Å"Automatic Binding Bricks†, using cellulose acetate whil e being developed in the same spirit of the wooden blocks which could be stacked on each other.Nonetheless, the plastic bricks have the ability to be interlocked with each other as they contain a number of round studs on the upper side and a hollow bottom that is rectangular. These blocks were able to stick to each other but not too tightly to make it difficult to be pulled apart. Using plastics to develop toys was not highly favored by retailers as well as consumers at the time when LEGO Group began manufacturing its toys.