How Lego Licensed the Universe

400 350 – $4.5 B - $3.5 B 2005 2003 Lego starts reporting licensing Jorgen Vig Knudstorp becomes CEO and turns the company around. $2.5 B - expenses. $1.5 B - $0.5 B 50 1999 2000 2001 2002 2003 2004 2005 NUMBER OF SETS IN EACH LICENSED LINE 2006 30 – 2007 2008 2009 2010 TOTAL 2011 REVENUE 2012 CST OF LICENSING DEALS 10 - HARRY POTTER 2001 $1,825 SPIDER-MAN 2003 $230 1999 $14,762 2005 $540 PIRATES OF THE CARIBBEAN 2011 $490 2010 $409 THE HOBBIT THE LONE RANGER 2013 THE LORD OF $350 2012 $1,303 WHAT IT WOULD COST TO BUY THE WHOLE LINE (EST.) YEAR INTRODUCED $283 STAR WARS BATMAN SPON PGEBOB $430 INDIANA JONES TOY STORY 2012 THE RINGS TEENAGE MUTANT NINJA TURTLES 2012 $208