Who are the main and the most respected customers of the Lego company?

The third and final category I have looked into is the “innovate for children” category. This category’s policies focus on creating a fun, engaging, interesting and safe environment for children to play in and focuses on developing children’s essential skills. There are four policies in this category. These policies are learning through play, safe and high quality play and our responsibility to children. The first policy I will be looking at is the learning through play’ policy. This policy focuses solely on developing children’s essential skills alongside encouraging creativity. Another aim within this policy which is more of a side aim is to make it so that children around the world have access to Lego and that education systems receive Lego materials to help children learn within the classroom. This policy is a very small one compared to ones previously mentioned. However, it still will have some sort of positive effect on Lego although it won’t have as big an impact as others.

I believe by doing this; it may encourage families within the market to use Lego over competitors. This is because they may wish to buy the same materials their children are learning within the school, for the house. It may also result in schools promoting Lego to student’s parents as the school may find the Lego beneficial for developing skills and may encourage that the same thing is done at home. However, the problem I find with this policy is that it isn’t going to be well known as you don’t see it anywhere that Lego is trying to help further children’s development and education so I believe that if Lego makes this policy more known, it may have a bigger effect. It will overall though give Lego a small competitive edge over competitors.