This website uses cookies to ensure you have the best experience. Learn more

The Lego Company: Publish Or Protect

2511 words - 11 pages

HBS’s The Lego Group: Publish or Protect?
Innovation and Intellectual Property Project

10.12.2014

Lego Group is the worlds’ fourth largest toy manufacturer. Their core product is a construction play design which allows for bricks to interlock together to design pre-designed or unique creations. In terms of volume and precision, the company relays on their core competence of “high volume precision molding” and has developed further strategies and technologies to ensure their growth and success in the area. The company is therefore faced with the difficulty in deciding how to protect this internal process and technology. Should this information be patented, kept as a ...view middle of the document...

Lego Patenting:
In this case we must analyze what makes most sense for Lego and their manufacturing and technology use purposes. Therefore there has been an analysis on what they have already patented and if this technology process also makes sense to protect under intellectual property.
One of their first patents passed in October 1961, three years after the initial filing date was the concept of the Toy Building Brick. “This invention relates to toy building elements and more particularly to toy building bricks or blocks adapted to be connected together by means of projections extending from the faces of the elements and arranged so as to engage protruding portions of an adjacent element when two such elements are assembled- Toy elements of this kind will be referred to generally as building bricks, and the principal object of the invention is to provide improved coupling means for clamping such building bricks together in any desired relative position thus providing for a vast variety' of combinations of the bricks for making toy structures of many different kinds and shapes.” The full patent will not be cited, but a main aspect of this paper is to find out exactly what DOES make sense for Lego, and this here is the perfect example of a positive play on IP and protecting an invention that was created by the company that could not simply be published nor kept a trade secret as it is their main product that they offer to companies.
Patent or Trade Secret:
What is a patent? An exclusive right granted for an invention, which is a product or a process that provides, in general, a new way of doing something, or offers a new technical solution to a problem. In order to be patentable, the invention must fulfill certain conditions.
What is the goal for Lego Group?
After launching their Future Molding Program they were faced with the challenge of strong volume increase demands. The company was finding themselves with stock outages before Christmas leaving their customer unsatisfied. Their main goals were to increase overall volume, increase factory floor space along with improving their efforts in sustainability by lowering power consumption minimize waste and provide a better working environment for their employees. The main focus was now to move from quality control to quality assurance which implied greater emphasis on process control.
To fulfill this process control goal they enforced two technical changes that presented themselves as great opportunities yet proposed challenges for Lego. First there is the shift from hydraulic drive molding machines into electric drive machines. One of the benefits being the power consumption reduction which would benefit the sustainability goal. Further analysis was made to find out if the process control was overall more efficient with electric drive molding machines.
Secondly the company’s change toward manufacturing which focused on a specific process called selective laser sintering which was...

Other Papers Like The Lego Company: Publish Or Protect

Lego's Competitive Advantage Essay

949 words - 4 pages Lego's Competitive Advantage Embed With colorful, plastic building blocks at its core, Lego continues to fulfill Ole Kirk Kristiansen’s mission to inspire creativity and innovation in children and adults. The company has come far since 1932, but, because its basic product allows for limitless imagination, there are still endless opportunities it can pursue. The ability to inspire infinite creativity is what sets Lego apart from any other toy

Lego Group: Building Strategy Essay

2243 words - 9 pages advertising its similar line of product through partnership with the movie: Transformers. Mega Bloks has already won one lawsuit against LEGO. Lastly Hasbro and Mattel are also signing licensing agreements with Disney and Marvel, which creates more competition for LEGO due to the increasing scale of their competitors’ operations. Internal Analysis – Core Competency When a company has a core competency, they integrate their key skills into

Technologymanagement

1313 words - 6 pages which helped the company see profits within a span of five years. He encouraged architects to reuse components in new products which helped in sparing huge costs to the company. They created product strategy for adults and designed a line of Lego's aimed at girls thus attracting new customer segments. With a strategy to broaden their products they created products based on movies and also created animated Lego characters based on Hollywood movies

Lego Analysis

1095 words - 5 pages External Analysis Toy industry is an industry that manufactures and sells toys for children. This industry would be affected due to six factors, which are political, economic, social, technological, legal, and environmental aspects. There are some opportunities and treats exist that each toy company will face. Because of both stable economic and political sectors, LEGO and other educational toy companies get opportunity to prosper in the

Lego Marketing Analysis

2465 words - 10 pages remember playing with the toy as a child, and so often feel they have a relationship or bond with the product. The brand has also infiltrated many markets world-wide, and its fame is instrumental in its continued success. The case study states, it’s the only European company to enter the worlds Top Ten toy manufacturers. The product also has a unique selling point. The toy of LEGO is aiming to capture a creative imagination and also enable it

Lego Group Sales Disaster

1152 words - 5 pages This article was about LEGO Group and a deal gone wrong with DHL. LEGO Group was founded in 1932 by Ole Kirk Kristiansen in Billund, Denmark. They had around 70 years of exceptional business, before an abrupt stop in 1998. It was not specified why the craze had such an immediate break, but I believe the progression or advancement of technology, computers, and just cell phones alone were the demise of the toy blocks. For the first time in the 70

Business Ethics Is Essential For The Modern Corporation

1700 words - 7 pages society because the decision of a corporation to act ethically or unethically will influence the whole society positively or negatively. There is no doubt that pursuing maximized profits is a constant goal for every company. However, seeking the most profit should not be the only goal for business; benefiting society should also be considered. In other words, a company should have the awareness of a certain social responsibility to regulate its

2) Which of the Generic Strategies Does Lego Appear to Be Using Based on This Case? Provide Support of Your Choice

1564 words - 7 pages unnecessary investment costs to the company. This will also help in organizing efficient supply chain management incurring less transport charges. Differentiation: This strategy calls for a company to provide a product or service with the distinctive qualities valued by the customer. Lego sticks to the traditional blocks and components and children can build anything from their imagination. They have introduced many new products with the popular

Gender Toy Marketing

1045 words - 5 pages pool and a beauty shop. LEGO has created this product based on four years of behavioral research. This research purportedly led them to the conclusion that girls like everything pink, romantic and cute [5]. The product has generated outrage. The company was accused by many parents of feeding kids the gender stereotypes and locking them in to blue and pink roles in very young age. Marketing to children is even more of a grey area than

Lego Supply Chain Management

5492 words - 22 pages suppliers to coordinate, distribution operations in high cost countries, significant diversification in the product portfolio which accelerated production costs, and no documentation or standardization of processes.” (Larsen, 2010). This paper will aim to address the decisions the Lego Company made to address issues in its supply chain, specifically as they relate to the choice to outsource much of the company’s production to Flextronics, issues

What Are Lego's Most Valuable Resources And Capabilities At The Turn Of The Century?

868 words - 4 pages valuable to the company, intangible resources such as Lego's brand name and technology innovation are even more important in terms of their contribution to value added and as a basis for competitive advantage .Customers are willing to pay a premium for Lego's products over unbranded ones because the brand name can give comfort to buyers unsure of their decision by reducing their perceived risk and also because of its perceived quality. Lego can also use

Related Essays

Identify The Goal Of The Company And Describe The Strategy That Was Adopted To Achieve It. Explain With Full Reference To Available Information And Data How Successful, Or Otherwise, This Strategy...

1408 words - 6 pages Identify the goal of the company and describe the strategy that was adopted to achieve it. Explain with full reference to available information and data how successful, or otherwise, this strategy turned out to be in practice. Company overview Bunge Company was found in 1818 by a German merchant, Johann Peter Bunge in Amsterdam, Holland. It was to merchandise grains and imports from the Dutch colonies. The company has since grown to become one

Harvard Case Lego Essay

676 words - 3 pages up manufacturing plants within small geographical regions. Even if it were possible, the cost would be really high. In this case, it might involved setting up a secret and highly isolated manufacturing plant where only certain people are allowed to have access and all bound by contract or some kind of agreement to disclose everything. Question 2: How should the LEGO group protect their intellectual property of the molding platform? Focus

Business Proposal Essay

1468 words - 6 pages and keep adjusting to keep the cycle from being too dramatic. Conclusion LEGO is an oligopoly company that has products in the toy, gaming, media, and is associated with other companies that are dominating in their collective markets as well. LEGO has solved numerous problems for now. To unsure the longevity of LEGO, LEGO must stay on the path they are on. Not to look for the short fix, or become complacent in the market when it comes to

Lego Outsourcing Case Essay

1750 words - 7 pages of unique bricks. Lego sets had grown much more elaborate and complex. Although such intricacy and attention to detail reflected the firm’s culture of craftsmanship, it also reflected its disregard for the costs of innovation. The carefree creativity and attitude of the company designers to design new toys without factoring in the price of materials or the costs of production was not sustainable in the current global toy market, where cost