Chapter 93： toy company two

The Kingdom of Denmark, referred to as Denmark, is one of the five Nordic countries. It is a constitutional monarchy with two self-governing territories, the Faroe Islands and Greenland. In the north, it faces Sweden and Norway across the North Sea and the Baltic Sea, and is collectively known as a Scandinavian country. In the south, it borders Germany. The capital and largest city is Copenhagen.

After Bao Zixuan left Budapest, Hungary, he brought Yamashita Hengyi and others to the village of Filsgow near Billund, Denmark. In this small village with a population of only 400 people, a Fortune 500 company was born. Of course, this company is still very weak.

That's right, Bao Zixuan's purpose in coming to this small village is to obtain the patent authorization of Lego, the giant of intellectual building blocks in the future. He wants to promote Lego blocks in North America and Asia.

The inventor of LEGO bricks was Mr. Christy Disson, who was born in 1891 in the village of Filsgoff near Billund, Denmark. He has a superb carpentry craftsmanship, and he was keen to make all kinds of small toys when he was young. The small planes, cars and animals from his hands are all lifelike and vivid. Although he doesn't know how to run a business and toys are often unsalable, this has not made him give up his hobby. Later, the interlocking toy "Joy" he designed finally became popular. In 1934, he designed the "Lego" trademark for his building block toys.

Founder Christiansen held an in-house call for names for his small toy factory and the wooden toys it produced, and his proposal was chosen, but the trade name was not legally registered in Denmark until 1954.

The development of "LEGO" is accompanied by the continuous increase in the scale and popularity of the LEGO company. The "weapon" in its hands is a toy from Denmark - building blocks. Through different combinations of different people, and even different ingenuity of the same person, Lego bricks can create different worlds. Simple objects not only build a wonderful world for children, but every child who sees it cannot resist such a huge temptation. Therefore, in European and American families, Lego toys have always enjoyed a high reputation, even in Asia, there are quite a few of users, only because of the high price, slowing its further expansion into the market.

In 1949, the first LEGO plastic bricks came out. Two years later, plastic building blocks based on the hole-post connection principle were put on the market. Soon LEGO also launched a building block product specially designed for infants from 3 months to 5 years old. This building block is 8 times larger than ordinary building blocks, which can prevent infants and young children from accidentally eating them and causing danger. Lego blocks were originally just simple toys that inspired the intelligence of infants and young children. Later, they gradually developed into a variety of series, which are attractive to boys and girls of different ages.

For the first toy company in the market outlook, Bao Zixuan did not want to acquire his company. That was a fantasy. Fortunately, Bao Zixuan also has his own trump card. When he thought of getting Lego bricks, he had already registered the patent of Lego's second important product "Lego villain" in the market.

He knew that it was difficult for a family business like LEGO to accept outside investment. Now LEGO is only sold in some parts of Europe. It has not been long since it left Denmark. Bao Zixuan knew that when LEGO fully established itself in Europe, it would be difficult to surpass the building blocks. He, after all, the patent is in the hands of others.

Lego is just a toy product, and there is no monopoly problem. If the boss of the company doesn't sell it, you can't go and grab it from others!

Bao Zixuan met the company's general manager kk Christison in the Lego company's reception room. A man who later led Lego to the world. Looking at a company that is still very simple, who would have thought that a child's toy could become a Fortune 500 company.

Lego now has less than 800 workers, and almost all residents of nearby villages work here.

kk-Christian is the grandson of the founder, Mr. Christison, and his father is now the chairman of the company. However, he is not in good health and has to stay in the hospital all the year round; now all the decisions of the company have been handed over to kk-Christian.

The Black Cloud Group had already set the time for business talks with Lego before departure. After all, this is a negotiation between the two companies.

kk-Christian replied to the black cloud business negotiation request as soon as possible. He also wanted to see what purpose this company that has been shining brightly recently came to Lego.

kk-Christian: "Welcome to LEGO, Mr. Bao. It's really enviable what you've achieved at your age."

Bao Zixuan: "I'm just lucky, pigs can fly to the sky when they catch up with a good era. Now is a good era, what do you think!"

kk-Christian: "Yes, it is indeed a good time. But I don't know what the purpose of Mr. Bao's coming to LEGO, or what he needs to do with LEGO."

Bao Zixuan: "I didn't expect Mr. Christison to be a quick talker, so I'll just say it straight, I know that Lego's current building blocks have not yet developed the American market and the Asian market, and I hope I can license the patents in these two places. buy it."

kk-Christian: "I'm very sorry, if you want to represent Lego products, we are very welcome, but we won't sell if you want to get the patent licenses in these two places. Lego has its own market plan."

Bao Zixuan: "Don't you want to hear the conditions I put forward!"

kk-Christian: "This is not a matter of principle that we can negotiate conditions. We will not sell our own patent licenses."

Bao Zixuan: "I know what Mr. Christison means, but I have a gadget for you."

After speaking, he took out the Lego villain from the previous life and the current Black Cloud villain.

"This is a product I designed according to my own ideas, and it can be perfectly combined with Lego bricks. And I have applied for a patent. I think you can ask an engineer to evaluate the effect of the combination of the two, and we can continue tomorrow. negotiation!"

After Bao Zixuan left, he saw this little man. kk-Christian is completely confused. After all, this is the product that he wants to apply for. How could it be produced by Heiyun without registering a patent!

And looking at the exquisite workmanship, it can be seen that the Black Cloud Group must be much stronger than itself in terms of production capacity Christison called the chief designer of LEGO, and saw the little man on the little boss's table. After that, he couldn't believe his eyes. Isn't this a product that you have to modify repeatedly!

Looking at these little people, if they want to put together Lego bricks, it is definitely something that children like to do. After all, just playing with building blocks for a long time is a bit monotonous.

"Boss, who designed this," the designer asked.

kk-Chrissen: "It's a product from the Heiyun Group of Hong Kong, which has registered a patent, and wanted to come and seek cooperation with us."

Designer: "We can pay for it! In this way, our building blocks will be more playable."

Heiyun Group is much richer than us, and people want to buy our LEGO patents in Asia and America. They want to manufacture our products in these two regions.

After I didn't promise them, the Blackfish Group took out these villains, which was a bit threatening. After all, without our Lego bricks, their villains would not be able to sell. But they can completely abandon the project, then they just lose a little patent registration fee. But we at LEGO will be missing an excellent way to expand consumer demand. kk-Christian analyzed to the designer.

Designer: "If we have this villain, the sales of LEGO bricks can increase by 20-25%. This is what we have calculated before development. I can't give you advice on the company's decision-making. You can go to the old chairman. See what he has to say."

kk-Christian: "That's all I can do. I'll go to the hospital to hear his opinion!"

The company that left after speaking, took the villain produced by the Black Cloud Group; went to the hospital where old Christison was.

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