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Students explore the LEGOLAND theme parks and demonstrate an understanding of how new markets can be created and that cultural and social differences can affect these markets.
Have you ever played the board game, Monopoly? Did you know it's over 65 years old? Even though it is an American toy, it is now sold in 80 countries and translated into 26 languages. Another toy that's been around a long time are LEGOs. This toy, developed in Denmark, is also a worldwide favorite. There are now LEGO theme parks, known as LEGOLANDS. After this lesson, you will see how the LEGO Company and Parker Brothers (who produce the Monopoly game) expanded their markets.
At LEGOLANDs around the world, children can build things with thousands of LEGOs. They can also enjoy roller coasters, build robots, and even power their own rides. At LEGOLANDs and other amusement parks, no good is produced but a service, entertainment, is provided. To see what you can do at a LEGOLAND, click on some of the rides and attractions at
Parker Brothers has undergone a similar expansion with their popular board game, Monopoly. The company has been selling this game outside the United States for years. Many countries adopt their own currency and property names. To see what one of the favorite Monopoly locations, Boardwalk, is called in some different countries, see https://mashable.com/2015/01/21/monopoly-facts/ Even in the United States, Monopoly has made changes. For many years, there was only an English edition of the game available here in the United States. What other language do you think now has a U.S. edition? [Spanish] Why do think this version is now sold here?[Because of the growing population of Spanish-speaking people in the United States]
[Note: It would be helpful to have some actual LEGOs on hand to demonstrate their building properties. Students might be challenged to think how other markets are impacted by related products such as Harry Potter, Star Wars, and Toy Story.]
The students should complete the questions in the activity below.