Celebrating 80 years of steady LEGO values!

SALUTES LEGO"S SUCCESS: COHEN DRAPISZ GELEBRATING 80 YEARS OF STEADY VALUES 1932-2012 LEGO Through persistency of maintaining and applying their core values at all times, LEGO® now celebrates its 80th birthday, having made a big mark on the world. 1932 1957 2012 1942 1968 Following a business crisis, Ole, a carpenter from Denmark, didn't lose hope and had an idea to craft wood leftovers he had into quality toys. Believing "only the best is good enough" and being persistent in quality and loyal to the values he established, his business stabilized in no time. LEGO® started to use the bricks on LEGO® continues to show its care a bigger scale, creating educational LEGO® systems of play to strengthen kids' imagination and creativity. Alas, another fire broke! This one destroyed most of the wood, but LEGO® decided LEGOLAND® - a one-of-a-kind amusement park opened to the public, showing all kinds of LEGO® structures and systems. Only a for children, making a positive difference in their lives. LEGO® is After a few profitable years, a fire struck and burned down the workshop. Ole rebuilt his factory while he persisted to find the next innovation to implement in his brand. the 3rd biggest toy manufacturer in the world and holds around 8% of brand that stands for the values of the global toy market share. to make the most out of the situation great imagination and creativity, could bring to life such a place! Happy 80th Birthday! and manufacture using only plastic. QUALITY CREATIVITY PERSISTENCE LEARNING CARING IMAGINATION FUN 1934 1947 1961 2007 As a strong brand with well established values, LEGO® entered successfully into the LEGO® increased in sales Ole implemented his wish and stepped into the innovative world of plastic. With great imagination he started to produce teddy bears, trucks and bricks out of plastic. In order to well establish and distribute the new brand, Ole decided to choose a fun name and began to expand worldwide. Over the years Technic Line and the world to come, the brand became renowned for its fun that reflected the brand's of New Media accordingly. promise, he chose - "LEGO®" (meaning "play well" in Danish). revolutionary toys. ן ו COH EN | DRAPIS תקשןרת שיווקית marketing communications www.cdh.co.il