Quality and Safety Practices at LEGO
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Case Details:
Case Code : OPER062
Case Length : 13 Pages
Period : 1916-2007
Organization : LEGO Group
Pub Date : 2007
Teaching Note :Not Available
Countries : Global
Industry : Toys
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"We have installed safety monitoring procedures that begin
in the earliest stages of design and continue beyond the point when our favorite
consumers, your children, begin playing with our products."
- Michael Larsen, Senior Product Safety Consultant at the
LEGO Group, in the early 2000s.1
"Because of the uniqueness of their (LEGO's) product,
they've been able to carve out a niche for themselves."
- Anita Frazier, an NPD analyst, in 2005.2
Safety First
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In September 2006, the LEGO Group (LEGO) announced the recall of one of its toy
products, the LEGO Explore Super Truck, because of safety issues. LEGO found the
truck to be unsafe, as its wheels could come off and pose a choking hazard for
children during play.
The company offered a refund of $153 to
all the customers who could verify that they had bought the truck.4
The truck was manufactured at LEGO's factory in the US, and had been sold only
in the North American market through stores like Wal-Mart and Toys "R" Us. It
had been a part of a LEGO set that also contained the company's Duplo line of
building bricks.
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Denmark-based LEGO was the sixth largest toy company in the world by sales.5
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The company's core product was its plastic building bricks, around which it
had developed several different product lines appealing to different age
groups (Refer to Exhibit I for LEGO's product categories). LEGO's uniqueness
lay in the bricks' functionality and versatility. Children could build
anything they wanted with the bricks, and there was no 'one right way' of
doing things. LEGO was especially favored by parents as it was believed that
building things helped develop creativity and imagination in children.
Besides, the bricks were known for their high quality and durability, and
could easily withstand any amount of rough play, with the children
themselves suffering no harm. |
Quality and Safety Practices at LEGO
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