Abstract

LEGO bricks are some of the most popular toys in the world. LEGO was known for the emphasis it laid on quality and safety management in making its toys, as its main customers were children. This case discusses the quality and safety management practices followed by LEGO. It describes how the company ensured that the toys it made were of the very best quality. The preventative safety measures taken by the company, as well as its monitoring activities are also discussed. The case concludes with a discussion of LEGO’s decision in 2006 to outsource a part of its production, and questions whether outsourcing will adversely affect LEGO’s reputation for quality.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Examine the quality management practices at a popular toy company
• Understand the need for effective quality management and safety practices at the company in light of its main target market
• Study the company’s future prospects in light of the increasing competition for its primary product
• and Examine the case for and against outsourcing at a company known for the quality of its products.

Keywords

LEGO Group, LEGO bricks , Ole Kirk Christiansen, Godfred Christiansen, Kjeld Kirk Christiansen, Mindstroms NXT, Bionicle, Technic, Quality Management, Safety Management, Preventive Safety, Production outsourcing, Megabloks, Flextronics