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  3. It is getting harder to go anywhere without stepping on a piece of Lego-related hype. The Lego Movie is number two at the Americ

It is getting harder to go anywhere without stepping on a piece of Lego-related hype. The Lego Movie is number two at the Americ

admin2017-08-31  30
问题     It is getting harder to go anywhere without stepping on a piece of Lego-related hype. The Lego Movie is number two at the American box office, after three weeks at number one. Model kits related to the film are piled high in the shops. They will add to the already gigantic heap of Lego bits: 86 for every person on the planet. The toymaker has enjoyed ten years of spectacular growth, almost quadrupling its revenue.
    This is remarkable for many reasons. Lego’ s home town, Billund in rural Denmark, is so small that the company had to provide it with a hotel—an elegant one, unsurprisingly. The toy business is one of the world’ s trickiest: perennially faddish and, at the moment, convulsed by technological innovation. Children are growing up ever faster, and abandoning the physical world for the virtual. To cap it all, the company almost collapsed in 2003-04, having drifted for years, diversifying into too many areas, producing too many products and, in a fit of desperation, flirting with becoming a lifestyle company, with Lego-branded clothes and watches.
    Lego’ s decade of success began when it appointed Jorgen Vig Knudstorp as chief executive. Mr. Knudstorp decreed that the company must go back to the brick: focusing on its core products, forgetting about brand-stretching, and even selling its theme parks. He also brought in stricter management controls, for example reducing the number of different pieces that the company produced from 12,900 to 7,000.
    Under Mr. Knudstorp Lego has struck a successful balance between innovation and tradition. The company has to generate new ideas to keep its sales growing: customers need a reason to expand their stock of bricks, and to buy them from Lego rather than cheaper rivals. Lego produces a stream of kits with ready-made designs, such as forts and spaceships, to provide children with templates. But it also insists that the pieces can be added to the child’ s collection of bricks, and reused to make all sorts of other things.
    Lego has got better at managing its relationships. The Lego Movie demonstrates how it can focus on the brick while venturing into the virtual world: Warner Bros, made the film while Lego provided the models. It has also got better at tapping its legion of fans—particularly adult fans of Lego, or AFOLs—for new ideas.
    Lego is now at an inflection point, building its organisational capacity and embracing globalisation, to help it find new sources of growth. The aim is twofold: to replicate in the rapidly growing east Lego’ s success in the west; and to transform a local company that happened to go global into a global company that happens to have its head office in Billund.
Lego’ s success is remarkable for the following reasons EXCEPT that
选项 A、Lego originated from rural Denmark.
B、it is difficult for a toy to prevail forever.
C、children tend to embrace the physical world.
D、Lego once lost its market direction.
答案C
解析 根据题干关键词定位到第二段。本段讲了乐高取得的成绩如此引人注目的四 个原因。A项“乐高起源于丹麦的乡下”为第一个原因；B项“一件玩具很难永远流行”，原文 讲玩具业perennially faddish(永远是流行一时)，且深受科技创新的影响，这是第二个原因； C项“儿童倾向于拥抱现实世界”与原文不符，原文讲abandoning the physical world for the virtual(儿童正在放弃现实世界而走向虚拟世界)，这才是原文中的第三个原因；D项“乐高 曾经迷失了市场方向”，这是第四个原因。综上，本题答案为C项。
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