The LEGO Group: A Company Built on Creativity and Imagination
The LEGO Group is a global phenomenon built on the iconic brick, with a devoted fan base and a passion for creativity and imagination. The company aims to reach every child in every country, with a focus on attention to detail and a commitment to quality.
Design and Innovation
The company’s design process is led by creative vice presidents like Matthew Ashton, who oversees the recruitment of new set designers. The LEGO Group is known for keeping its product development under wraps, with employees working on secret projects that won’t be launched for years.
Adult Fans of LEGO (AFOLs)
Adult fans of LEGO, like Mark, find solace in building LEGO sets, which helps them escape stress and connect with a community of like-minded enthusiasts. The LEGO Group supports AFOLs through initiatives like the “Bricks Culture” magazine, which celebrates the LEGO hobby.
Company Culture and Values
The LEGO Group prioritizes its purpose over profit, attracting staff motivated by a greater purpose. The company’s unique culture, often described as a “family” rather than a cult, is crucial to its DNA. The LEGO Group recruits people who share its values and emphasizes the importance of play and relationships.
Success and Expansion
The LEGO Group has announced its 10th consecutive year of growing sales, solidifying its position as a successful and private company. The company is expanding into the Asian market with a new factory in China and has plans to continue innovating and pushing the boundaries of creativity and imagination.
| Term | Definition | Example Usage |
|---|---|---|
| Phenomenon | A remarkable or extraordinary event or situation that can be observed or experienced. | The LEGO Group is a global phenomenon built on the iconic brick, with a devoted fan base and a passion for creativity and imagination. |
| Devoted | The LEGO Group has a devoted fan base that is passionate about creativity and imagination. | |
| Attention to detail | The act of focusing on small, specific aspects of something in order to ensure accuracy or quality. | The LEGO Group aims to reach every child in every country, with a focus on attention to detail and a commitment to quality. |
| Initiative | A project or activity that is started in order to achieve a particular goal or solve a problem. | The LEGO Group supports AFOLs through initiatives like the “Bricks Culture” magazine, which celebrates the LEGO hobby. |
| Enthusiast | A person who is very interested in and enjoys a particular activity or subject. | Adult fans of LEGO, like Mark, find solace in building LEGO sets, which helps them escape stress and connect with a community of like-minded enthusiasts. |
| Purpose | The reason why something exists or is done. | The LEGO Group prioritizes its purpose over profit, attracting staff motivated by a greater purpose. |
| Culture | The shared values, customs, and practices of a particular group of people. | The company’s unique culture, often described as a “family” rather than a cult, is crucial to its DNA. |
| Private company | A company that is owned by private individuals or groups, rather than by the public through shares. | The LEGO Group is a successful and private company that has announced its 10th consecutive year of growing sales. |
| Expansion | The act of becoming larger or more extensive. | The company is expanding into the Asian market with a new factory in China and has plans to continue innovating and pushing the boundaries of creativity and imagination. |
| Boundaries | The limits or edges of something, such as an area or a subject. | The company plans to continue innovating and pushing the boundaries of creativity and imagination. |
The LEGO Group: A Company Built on Creativity and Imagination Vocabulary Quiz
Test Your Knowledge
Choose the correct answer for each question.
Question 1: What does the phrase “under wraps” mean?
A) To be widely known and publicized
B) To be kept secret or hidden from view
C) To be in the process of being developed
D) To be available for purchase
Question 2: What is the term “solace” referring to in the context of Adult Fans of LEGO?
A) A sense of excitement and thrill
B) A feeling of comfort and relief
C) A sense of competition and rivalry
D) A feeling of boredom and disinterest
Question 3: What is the term “cult” referring to in the context of the LEGO Group’s company culture?
A) A close-knit group of people who share similar interests
B) A group of people who are obsessed with the LEGO hobby
C) A company culture that is often described as a family-like environment
D) A type of company structure that prioritizes profit over purpose
Question 4: What does the phrase “pushing the boundaries” mean?
A) To stay within the limits of what is known or accepted
B) To explore new ideas and possibilities
C) To focus on profit over purpose
D) To maintain the status quo
Question 5: What is the term “devoted” referring to in the context of the LEGO Group’s fan base?
A) A casual or occasional interest
B) A strong and dedicated loyalty
C) A fleeting or temporary fascination
D) A lukewarm or indifferent attitude
Answer Key
1. B) To be kept secret or hidden from view
2. B) A feeling of comfort and relief
3. C) A company culture that is often described as a family-like environment
4. B) To explore new ideas and possibilities
5. B) A strong and dedicated loyalty
The Use of the Present Perfect Continuous Tense
| The present perfect continuous tense is used to describe an action that started in the past and continues up to the present moment. It emphasizes the duration of the action and often implies a connection between the past and the present. The present perfect continuous tense is typically formed with the present perfect of the verb ‘to be’ (has/have been) + the -ing form of the main verb. |
|---|
Quiz: The Use of the Present Perfect Continuous Tense
Choose the correct form of the verb in brackets to complete each sentence.
1. The LEGO Group ____________________ (expand) into the Asian market for several years.
a) has expanded
b) has been expanding
c) expand
d) has expanded to
2. The company’s design process ____________________ (lead) by creative vice presidents like Matthew Ashton.
a) has been led
b) is led
c) has led
d) leads
3. The LEGO Group ____________________ (support) AFOLs through initiatives like the “Bricks Culture” magazine for several years.
a) supports
b) has supported
c) has been supporting
d) support
4. The company ____________________ (prioritize) its purpose over profit, attracting staff motivated by a greater purpose.
a) has prioritized
b) prioritizes
c) has been prioritizing
d) prioritize
5. The LEGO Group ____________________ (announce) its 10th consecutive year of growing sales.
a) has announced
b) announces
c) has been announcing
d) announce
Answer Key
1. b) has been expanding
2. b) is led
3. c) has been supporting
4. b) prioritizes
5. a) has announced
