VI FUTURE
Future prospects : A new
slogan
In January 2003 the LEGO Company launched its new slogan: "Play on". The new slogan draws its inspiration from the efforts of several years to encapsulate the LEGO Company's five core values. "Play on" focuses on open play, which can continue without limit or conclusion. "Play on" is also a direct extension of the meaning behind the LEGO name: from the Danish "Leg godt", meaning "Play well". "Play on" is readily understood, whatever a person's cultural background. The words cut across age and national boundaries. It is a universal slogan which unites all aspects of the LEGO brand in one expression. "Play on" emphasises that at the heart of the LEGO brand is an idea. Not a product.
In 2002 we have signed a number of strategic alliances with exciting partners. These include extensive merchandising and marketing agreements covering several years with the National Basketball Association (NBA) and the National Hockey League (NHL) in the United States. These deals mean that the LEGO Company will be able to use league and team logos and special characteristics of players in marketing its new product line, LEGO Sports, which is one of the year's new product ranges.
In January 2003 the LEGO Company launched its new slogan: "Play on". The new slogan draws its inspiration from the efforts of several years to encapsulate the LEGO Company's five core values. "Play on" focuses on open play, which can continue without limit or conclusion. "Play on" is also a direct extension of the meaning behind the LEGO name: from the Danish "Leg godt", meaning "Play well". "Play on" is readily understood, whatever a person's cultural background. The words cut across age and national boundaries. It is a universal slogan which unites all aspects of the LEGO brand in one expression. "Play on" emphasises that at the heart of the LEGO brand is an idea. Not a product.
In 2002 we have signed a number of strategic alliances with exciting partners. These include extensive merchandising and marketing agreements covering several years with the National Basketball Association (NBA) and the National Hockey League (NHL) in the United States. These deals mean that the LEGO Company will be able to use league and team logos and special characteristics of players in marketing its new product line, LEGO Sports, which is one of the year's new product ranges.