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The Lego Group also franchised its store brand to the Majid Al Futtaim Group, which opened 6 stores in 2015 (4 in the United Arab Emirates, and 2 in Kuwait). [31] In 2023 there is a total of 423 stores operated by franchisees, mostly in Australia, Asia and South America.
An animated series titled Lego Elves was released in 2015 and another titled Lego Elves: Secrets of Elvendale was released in 2017 for the Lego Elves brand. [123] In 2016, Lego Bionicle: The Journey To One was released for the Bionicle franchise and Lego Friends: The Power of Friendship for the Lego Friends brand. [124] In June 2019, an ...
Today, Lego is a profitable [1] brand offering construction kits and related products and services, including Lego board games, retail stores, video games, films, theme parks, and consultation services. Despite its expansion, the company remains privately held. [2] Lego has had a significant impact on various areas of popular culture.
By year-end, Lego Group will have crossed the 500-store mark in China and have 1,000 stores worldwide. The company is also expanding its factory capacity in China to support future demand ...
Lego Brand Retail stores are opened in England, Germany, and Russia. Lego Life on Mars is introduced, then discontinued. Lego Alpha Team and Lego Harry Potter are introduced. Lego Serious Play is unveiled. Lego Jack Stone is introduced. Jorgen Vig Knudstorp joined The Lego Group; 2002 Company slogan changes from "Just Imagine..." to "Play On".
A Lego theme is a product line of Lego construction toys produced by The Lego Group based on a central concept. Before 1978, Lego produced several construction sets with common themes, but they were not necessarily branded as part of a single series or theme.
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