Lego's troubles
International Herald Tribune writes:
Billund, Denmark - Lego, the maker of the iconic toy building blocks, put this little town on the map. Employees and residents alike cherished the family owned, community-based business as a benevolent source of jobs and revenue. Those were the good old days.
In recent years, competition from abroad and the computerization of children's playtime have turned rich profit into a deep loss.
Billund, a prototype European company town, is struggling to change with it. Thanks to decades of spectacular sales of Lego Group's blocks - 340 billion pieces and counting - Billund, the town of 6,500 where the company has been based since it was founded in 1932, has an amusement park, a swimming hall, a sculpture park and a big international airport.
But in recent years, Lego has cut almost a third of its work force here, a loss of 1,000 jobs.
Lego's problems result from a number of factors, including the expiration of its last patents in the late 1970s and piracy of its intellectual property. Worse, after growing rapidly for more than 50 years, the core business began to suffer as children's taste in playthings changed. While children have not given up on traditional toys altogether, the introduction of computers, cellphones, MP3 players and other high-tech gadgets to younger and younger children means that the competition for their play time has become much fiercer.
Billund, Denmark - Lego, the maker of the iconic toy building blocks, put this little town on the map. Employees and residents alike cherished the family owned, community-based business as a benevolent source of jobs and revenue. Those were the good old days.
In recent years, competition from abroad and the computerization of children's playtime have turned rich profit into a deep loss.
Billund, a prototype European company town, is struggling to change with it. Thanks to decades of spectacular sales of Lego Group's blocks - 340 billion pieces and counting - Billund, the town of 6,500 where the company has been based since it was founded in 1932, has an amusement park, a swimming hall, a sculpture park and a big international airport.
But in recent years, Lego has cut almost a third of its work force here, a loss of 1,000 jobs.
Lego's problems result from a number of factors, including the expiration of its last patents in the late 1970s and piracy of its intellectual property. Worse, after growing rapidly for more than 50 years, the core business began to suffer as children's taste in playthings changed. While children have not given up on traditional toys altogether, the introduction of computers, cellphones, MP3 players and other high-tech gadgets to younger and younger children means that the competition for their play time has become much fiercer.