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<br /> The Brick<br /> Annual Magazine 2010 www.LEGO.com<br /> 10-tonfireengine<br /> reappearsas183bricks<br /> THEME:<br /> THE DIGITAL<br /> LEGO® BRICK<br /> FIGHTING CORRUPTION ...<br /> VISITING LEGO EMPLOYEES<br /> IN FIVE COUNTRIES<br /> LEGO STAR WARS<br /> – THE SUCCESS CONTINUES<br /> BUILD YOURSELF<br /> A BETTER WORKPLACE<br /> Read more about the Annual Report and the Progress Report on the back cover<br /> Dear Reader<br /> In the mid 1930s, when we were still a very small company, LEGO Founder Ole Kirk Kris-<br /> tiansen formulated our motto: “Only the best is good enough.”<br /> Over the years, the LEGO Group has become a much larger company – but “Only the best<br /> is good enough” remains the spirit beh<a title="theBrickUK.pdf page 1" href="http://viewer.zmags.com/publication/e477aafd?page=1"> The Brick Annual Magazine 2010 </a> <a title="theBrickUK.pdf page 2" href="http://viewer.zmags.com/publication/e477aafd?page=2"> Dear Reader In the mid 1930s, when we were still </a> <a title="theBrickUK.pdf page 3" href="http://viewer.zmags.com/publication/e477aafd?page=3"> The Brick The Brick is published by the LEGO Gr</a> <a title="theBrickUK.pdf page 4" href="http://viewer.zmags.com/publication/e477aafd?page=4"> In deep WATER with LEGO® Atlantis </a> <a title="theBrickUK.pdf page 5" href="http://viewer.zmags.com/publication/e477aafd?page=5"> LEGO Atlantis stretches over a period of two year</a> <a title="theBrickUK.pdf page 6" href="http://viewer.zmags.com/publication/e477aafd?page=6"> EXPORTING 50YEARS of experience When the </a> <a title="theBrickUK.pdf page 7" href="http://viewer.zmags.com/publication/e477aafd?page=7"> The LEGO Group has factories in four countries: M</a> <a title="theBrickUK.pdf page 8" href="http://viewer.zmags.com/publication/e477aafd?page=8"> THEME: THE DIGITAL BRICK Youngsters jump from gam</a> <a title="theBrickUK.pdf page 9" href="http://viewer.zmags.com/publication/e477aafd?page=9"> ✖ LEGO bricks in the digital world: Parents must</a> <a title="theBrickUK.pdf page 10" href="http://viewer.zmags.com/publication/e477aafd?page=10"> THEME: THE DIGITAL BRICK </a> <a title="theBrickUK.pdf page 11" href="http://viewer.zmags.com/publication/e477aafd?page=11"> LEGO Annual Magazine 2010 11</a> <a title="theBrickUK.pdf page 12" href="http://viewer.zmags.com/publication/e477aafd?page=12"> THEME: THE DIGITAL BRICK </a> <a title="theBrickUK.pdf page 13" href="http://viewer.zmags.com/publication/e477aafd?page=13"> my mom's garage – and I see the game as something</a> <a title="theBrickUK.pdf page 14" href="http://viewer.zmags.com/publication/e477aafd?page=14"> THEME: THE DIGITAL BRICK In 1997 the LEGO Gr</a> <a title="theBrickUK.pdf page 15" href="http://viewer.zmags.com/publication/e477aafd?page=15"> MANY VISITS TO THE DIGITAL PLAY ROOM In 2010, LE</a> <a title="theBrickUK.pdf page 16" href="http://viewer.zmags.com/publication/e477aafd?page=16"> THEME: THE DIGITAL BRICK </a> <a title="theBrickUK.pdf page 17" href="http://viewer.zmags.com/publication/e477aafd?page=17"> Dreamt byME, Built byME – Designed byME. With LEG</a> <a title="theBrickUK.pdf page 18" href="http://viewer.zmags.com/publication/e477aafd?page=18"> 18 LEGO Annual Magazine 2010</a> <a title="theBrickUK.pdf page 19" href="http://viewer.zmags.com/publication/e477aafd?page=19"> VISITING EIJI MIZUTANI JAPAN A BY Kent Dahl </a> <a title="theBrickUK.pdf page 20" href="http://viewer.zmags.com/publication/e477aafd?page=20"> 20 LEGO Annual Magazine 2010</a> <a title="theBrickUK.pdf page 21" href="http://viewer.zmags.com/publication/e477aafd?page=21"> FIRE- FIGHTER FOR A DAY You can't sit behind a </a> <a title="theBrickUK.pdf page 22" href="http://viewer.zmags.com/publication/e477aafd?page=22"> A day at a real fire station provides important i</a> <a title="theBrickUK.pdf page 23" href="http://viewer.zmags.com/publication/e477aafd?page=23"> </a> <a title="theBrickUK.pdf page 24" href="http://viewer.zmags.com/publication/e477aafd?page=24"> IN NOVATION VARIOUS WAYS IN WHICH THE LEGO GROUP</a> <a title="theBrickUK.pdf page 25" href="http://viewer.zmags.com/publication/e477aafd?page=25"> When you pump water to the top of a pipe and spra</a> <a title="theBrickUK.pdf page 26" href="http://viewer.zmags.com/publication/e477aafd?page=26"> Electrician Bjarne Hedegaard SØrensen programmes </a> <a title="theBrickUK.pdf page 27" href="http://viewer.zmags.com/publication/e477aafd?page=27"> CHILDREN FIGHT FOREST FIRE The children entered </a> <a title="theBrickUK.pdf page 28" href="http://viewer.zmags.com/publication/e477aafd?page=28"> 28 LEGO Annual Magazine 2010</a> <a title="theBrickUK.pdf page 29" href="http://viewer.zmags.com/publication/e477aafd?page=29"> VISITING IVANA ZOBINOVÁ CZECH REPUBLIC T BY Per</a> <a title="theBrickUK.pdf page 30" href="http://viewer.zmags.com/publication/e477aafd?page=30"> DESIGNERS LEAVE fingerprint If you have a LEGO® s</a> <a title="theBrickUK.pdf page 31" href="http://viewer.zmags.com/publication/e477aafd?page=31"> ARCHITECTURE IN MINIATURE Toys inspired budding </a> <a title="theBrickUK.pdf page 32" href="http://viewer.zmags.com/publication/e477aafd?page=32"> 32 LEGO Annual Magazine 2010</a> <a title="theBrickUK.pdf page 33" href="http://viewer.zmags.com/publication/e477aafd?page=33"> EMPLOYEES BUILD THEMSE</a> <a title="theBrickUK.pdf page 34" href="http://viewer.zmags.com/publication/e477aafd?page=34"> ...a better workplace “While you're building a </a> <a title="theBrickUK.pdf page 35" href="http://viewer.zmags.com/publication/e477aafd?page=35"> ” In one</a> <a title="theBrickUK.pdf page 36" href="http://viewer.zmags.com/publication/e477aafd?page=36"> 36 LEGO Annual Magazine 2010</a> <a title="theBrickUK.pdf page 37" href="http://viewer.zmags.com/publication/e477aafd?page=37"> VISITING JOHN MCCORMACK USA J BY daniel lipkowi</a> <a title="theBrickUK.pdf page 38" href="http://viewer.zmags.com/publication/e477aafd?page=38"> FIGHTING CORRUPTION</a> <a title="theBrickUK.pdf page 39" href="http://viewer.zmags.com/publication/e477aafd?page=39"> z LEGO Annual Magazine 2010 39</a> <a title="theBrickUK.pdf page 40" href="http://viewer.zmags.com/publication/e477aafd?page=40"> different when you're faced with the problem “in </a> <a title="theBrickUK.pdf page 41" href="http://viewer.zmags.com/publication/e477aafd?page=41"> CRANETRUCK IS INSPIRED BYTHE REALTHING I BY Pe</a> <a title="theBrickUK.pdf page 42" href="http://viewer.zmags.com/publication/e477aafd?page=42"> LEGO FACTORY GOES RETAIL V BY RoaR Rude TRangbæk</a> <a title="theBrickUK.pdf page 43" href="http://viewer.zmags.com/publication/e477aafd?page=43"> greater understanding of what's going on in the m</a> <a title="theBrickUK.pdf page 44" href="http://viewer.zmags.com/publication/e477aafd?page=44"> THE MAKING OFAHERO Jes Vestergaard makes plasma w</a> <a title="theBrickUK.pdf page 45" href="http://viewer.zmags.com/publication/e477aafd?page=45"> The mask worn by Preston Stormer is one of Jes Ve</a> <a title="theBrickUK.pdf page 46" href="http://viewer.zmags.com/publication/e477aafd?page=46"> “They can jump about in excitement – and in fact </a> <a title="theBrickUK.pdf page 47" href="http://viewer.zmags.com/publication/e477aafd?page=47"> LEGO Annual Magazine 2010 47</a> <a title="theBrickUK.pdf page 48" href="http://viewer.zmags.com/publication/e477aafd?page=48"> 48 LEGO Annual Magazine 2010</a> <a title="theBrickUK.pdf page 49" href="http://viewer.zmags.com/publication/e477aafd?page=49"> VISITING DENMARK GITTE GULDAGER & JOHN NIELSEN T</a> <a title="theBrickUK.pdf page 50" href="http://viewer.zmags.com/publication/e477aafd?page=50"> NEW HOPE OF BETTER FUTURE FOR S</a> <a title="theBrickUK.pdf page 51" href="http://viewer.zmags.com/publication/e477aafd?page=51"> The programme “Developing talents throug t</a> <a title="theBrickUK.pdf page 52" href="http://viewer.zmags.com/publication/e477aafd?page=52"> Remote contr recalled from ol market In summer</a> <a title="theBrickUK.pdf page 53" href="http://viewer.zmags.com/publication/e477aafd?page=53"> TRUE BOYH Can you build a real house of LEGO® bri</a> <a title="theBrickUK.pdf page 54" href="http://viewer.zmags.com/publication/e477aafd?page=54"> LEGO STAR WARS –THE SUCCESS CONTINUES The first </a> <a title="theBrickUK.pdf page 55" href="http://viewer.zmags.com/publication/e477aafd?page=55"> “We wanted to bring the unique characteristics of</a> <a title="theBrickUK.pdf page 56" href="http://viewer.zmags.com/publication/e477aafd?page=56"> 56 LEGO Annual Magazine 2010</a> <a title="theBrickUK.pdf page 57" href="http://viewer.zmags.com/publication/e477aafd?page=57"> VISITING HUNGARY TÜNDE MOLNAR & CSABA SZABÓ A</a> <a title="theBrickUK.pdf page 58" href="http://viewer.zmags.com/publication/e477aafd?page=58"> T he Tiny Turbo Racers are zooming around the tra</a> <a title="theBrickUK.pdf page 59" href="http://viewer.zmags.com/publication/e477aafd?page=59"> T he firefighters are getting ready to fight a fi</a> <a title="theBrickUK.pdf page 60" href="http://viewer.zmags.com/publication/e477aafd?page=60"> PHOTO: NILS ROSENVOLD The solution to the challe</a> <a title="theBrickUK.pdf page 61" href="http://viewer.zmags.com/publication/e477aafd?page=61"> KEY FIGURES 2006-2009 LEGO GROUP 2009 </a> <a title="theBrickUK.pdf page 62" href="http://viewer.zmags.com/publication/e477aafd?page=62"> LEGO Group Aastvej DK-7190 Billund Tel.: +45 79 5</a>