HRM 3440 Lecture Notes - Lecture 9: Massively Multiplayer Online Game, The Lego Group, Bionicle
23 May 2018
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HRM 3440 Lecture 9 Notes – LEGO
Introduction
• LEGO is building and riding its tidal wave of success by diversifying and growing its
product line.
• Its popular LEGO and DUPLO blocks take advantage of the latest media fads by offering
kits for popular titles such as Star Wars, Toy Story, SpongeBob, and Space Police.
• Its Bionicle line is popular with tweens, and its Mindstorms computer-driven robots
appeal to technically and scientifically minded children and young adults. Adults enjoy
LEGO’s oe opliated kits suh as its Ahitetue lie.
• Recently, LEGO expanded into software games that duplicate their physical block
packages in virtual reality software.
• The company has also launched LEGO Universe—a massively multiplayer online game
(MMOG).
• The LEGO Group has even opened Discovery Centers featuring educational LEGO
activities and theme parks featuring more than 50 LEGO-themed rides, shows, and
attractions in Denmark, the UK, the U.S., and Germany.
• By continuously reshaping itself, LEGO has reenergized its brand, leading to
unprecedented growth for the company.
• The rapid growth of the LEGO Group has provided substantial challenges for its
information systems.
• Until recently, its mainframe-based enterprise system could not provide the flexibility to
keep up with the rapid changes of the toy market.
• LEGO systems engineers were tasked with upgrading LEGO systems to handle the
opay’s goth ad its diverse business model.
• LEGO required a system that could support the needs of a large enterprise while being
flexible and nimble enough to accommodate rapid change.
• Esben Viskum, Senior Director of the LEGO Service Center, defines rapid change as the
aility to espod to the aket uikly, usig shot podut deelopet poesses
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