Abstract
With the prevalence of high-technology, globali zation, and wide-spread of information, the competition becomes more furious t han ever. Many companies pay close attention on form excellent and unbeatable ma rketing strategies to survive and stay extraordinary. The toy industry has also grown to become significant for both parents and children. Parents would like to have th eir children being educated and gained advantages more than others at relative youn ger age to become competitive than older. Learning through play appears to be att ractive for children as well. A successful company would follow marketing strate gies, including STP strategies, 4Ps, brand equity and innovation theory, to form its marketing plans to win its position in the industry. The Lego Group, one o f the top toy construction companies, has applied these marketing strategies t o make its legend. The purpose of this paper is to look into the Lego Group and its s trategies to have a further understanding how a successful company plans the ma rketing strategies to build its kingdom in the high competitive world.