1. LEGO Web organization Vejle, 1 September 2014

2. The LEGO Group

3. Brand  3The LEGO Group System in play Many Product Lines  One LEGO ® Brick  One Brand  One Logo

4. Brand  4The LEGO Group At a Glance 25,382 turnover 2013 operating margin employees End 2013 of this year’s sales are novelties Sold in more than countries 9 years of consecutiveg rowth million 33% 130 60% 13,86 9 Danish family owned More than Figures per ultimo March 2014.

5. Brand  5The LEGO Group A one-branded company

6. Financial Performance

7. Finance Performance  7The LEGO Group Turnover 1000 0 8000 6000 4000 2000 DKK million 0 1200 0 1400 0 1600 0 1800 0 20000 1993 199 4 199 5 199 6 199 7 199 8 199 9 200 0 2001 20022003200420052006200720082009 201 0 201 1 2012 22000 24000 2013

8. Finance Performance  8The LEGO Group Profit 4000 3000 2000 1000 0 5000 6000 7000 before tax -1000 -2000 199 3 199 4 199 5 199 6 199 7 199 8 199 9 200 0 200 1 2002 20032004 20052006200720082009 2010 201 1 2012 DKK million 8000 2013

9. Organization

10. Organization  10The LEGO Group Organization

11. Organization  11The LEGO Group Footprint Headquarters: Denmark Concept and product development: Denmark Headquarters Sales Offices Factories Hubs * * Opens 2016

12. Organization  12The LEGO Group Production & Distribution Facilities Mexico Monterrey Moulding, processing and packing high- volume products for NA US Dallas Distributions Center Czech Republic Jirny Distributions Center Denmark Billund Mostly moulding. High volume packing for more complex products Czech Republic Kladno LEGO ® System product processing and high volume packing Hungary Nyíregyháza Moulding, processing and packing of LEGO ® DUPLO ®

13. Strategy

14. Strategy  14The LEGO Group Strategy to inspire and develop the builders of tomorrow… …by globalizing and innovating the LEGO ® system-in-play Aspiration The LEGO ® Strategy Towards the LEGO Group’s 100 years anniversary

15. Strategy  15The LEGO Group Four priorities Sustain core commercial and operational momentum Create the organization of the future Expand global presence Become truly global Leverage digitalization

16. Marketing  16The LEGO Group LEGO Web Vision LEGO Web is the LEGO employee’s preferred place to find information and resources necessary to efficiently solve his/her tasks and to collaborate and interact professionally with colleagues across the LEGO world. LEGO Web supports the LEGO strategy priorities by empowering all LEGO employees with best-in-class solutions for social collaboration, innovation and value creation across platforms, geography and time.

17. Marketing  17The LEGO Group In support of the strategic priorities Leveraging the new and improved capabilities of SharePoint and Yammer – we will create a social collaboration platform that directly supports the LEGO strategy on the following points: …by continually supporting the LEGO Group’s organizational transformation …enabling tomorrow’s social workforce to work like a network …empowering global/virtual teams divided by geography and time …by built-in support of the LEGO data security model on our collaboration environment - without compromising the user experience! …by supporting value creation and the “innovative approach” through the use of best-in-class social collaboration tools for LEGO employees and partners …by delivering high availability and performance - on a global scale

18. Organization  18The LEGO Group One hub for online communication and collaboration within the LEGO Group LEGO Web

19. Organization  19The LEGO Group LEGO Web organization

20. Organization  20The LEGO Group + Structured and uniform process for maintenance and development (eg. Projects) = transparency Self-service site creation = scalable and self-sustaining collaboration setup Empowerment of site owners = wealth of online initiatives Hyper decentralized ownership of platform = business agility Large community for best-practice sharing = broad (self-)support base Large base for input for Continuous Improvement Well-defined interface between IT/Comm Pros & cons of LEGO Web (intranet) organization - Large demand for initial support and training Big Boat = Slow and formal change process ”Loose” governance principle = less structured content and not infrequent and insufficient clean-up Content quality and freshness hard to ensure/guarantee Funding is just as hard to find as in any other organization...regardless of the company’s overall financial situation… = business justification dependent

21. Organization  21The LEGO Group The LEGO Group’s external corporate online presence – press releases and assets, corporate bakground/history, news and external value communication (planet and responsibility agenda) About Us

22. Organization  22The LEGO Group About Us organization

23. Organization  23The LEGO Group + Content ownership on few hands = fast decision-making High and uniform level of content quality Limited demand for training and support Pros & cons of About Us organization - Development budget = IT Few editor ressources = content freshness under pressure

24. Questions?

25. Questions?  25 LEGO and the LEGO logo are trademarks of the LEGO Group. ©2014 The LEGO Group. Inspire and Develop the Builders of Tomorrow Our Mission: