Wei Pan, a stay-at-home mother, prepared a long gift list for her daughter who is about to enter childhood，The first gift is an unlimited annual pass to Fantawild 188bet game and Shanghai Disneyland，Now she is waiting for the opening of Universal 188bet game and Legoland 188bet game，Especially the latter，For my daughter who loves building blocks，Perhaps the most attractive。

Compared to other theme parks，Legoland Theme Park is not that famous in China，But in the hearts of young people who grew up in the consumer era，188bet game plays an important role in their lives，Especially in the eyes of players，Each building block can be built together as parts，9000+ different colors、Shaped 188bet game bricks can build a colorful world。

The 188bet game Group develops more than 2,000 new varieties every year，45 billion 188bet game bricks produced every year。Someone has calculated it，If you put them all together，Enough to stretch from the Earth to the Moon。

Based on building blocks in geometry、Mathematics、Imagination potential，188bet game has hundreds of millions of fans around the world。

Financial report display，The 188bet game Group’s operating profit in 2018 has reached 10.8 billion Danish kroner，Become a toy tycoon with a valuation of 250 billion yuan。

Such impressive performance cannot be achieved without the support of the Chinese market，its financial report shows，In mature markets such as the United States and Western Europe，The company’s revenue showed a moderate single-digit growth，With the expansion of more cities，And in e-commerce、The development of digital and physical platforms，The Chinese market has achieved double-digit revenue growth。

The 188bet game Group has stated，The company will accelerate its expansion in the Chinese market，And plans to open 80 brand retail stores in 18 cities in 2019。

Meanwhile，The 188bet game Group is using building blocks as the basis for IP，Launch of 188bet game theme park、188bet game House and other related businesses。

End of June，188bet game parent company Kirkbi joins forces with Blackstone Group and Canadian Pension Fund Investment Corporation (CPPIB)，Initiated the acquisition of the world’s second largest tourist attraction operating company, the British Merlin Entertainment Group (which owns Legoland Theme Park) for 4.8 billion pounds (approximately 6.1 billion US dollars)、Peppa Pig Theme Park、Madame Tussauds wax museum and other businesses)，The 188bet game theme park is expected to return to the 188bet game Group。As soon as the news comes out，The idea of ​​"How 188bet game can challenge Disney head-on" was thrown out。

“My personal opinion is，It is too early to say that we will fight head-on，The acquisition has not been completed yet，The whole process is not that simple。"The relevant person in charge of a fund company that participated in the introduction of 188bet game theme park told China Business News。

A toy kingdom built with 188bet game

The growth of the 188bet game brand has experienced ups and downs.

The inventor of 188bet game is Ole Keok，When he was young, Oller ran a wood factory，Construction of farm by contract、Woodhouse、Interior decoration to make a living，But outside of work，This young man is keen on homemade toys，Always produce a variety of small toys for simple sale，But not the main business，It is also difficult to find a buyer，But he never gave up making toys。

1932，Affected by the Great Recession，Plus life changes，Oler had to lay off employees，And began to focus on entering the toy industry。His "not doing his job properly" was opposed by his family，But only the toy industry had good sales at that time，Oler thinks，Any time，Toys are children’s most important partners。So，He restarted the small wood factory，Start making wooden toys such as wooden cars and cabins。

The transformed toy manufacturing factory not only provides food and clothing for the family，Also helped them survive the winter of economic depression。1934，Oler named the company 188bet game，meaning "have fun" in Danish。Some years later，He just learned that 188bet game means "combination" in Latin，And this is precisely the soul of 188bet game。

With superb craftsmanship，188bet game has begun to capture a large number of children who love toys。Just when Oler wants to expand the market，A fire in 1942 ruined all plans。After another four years of development，The company is gradually recovering its strength，Oler used two years of profits to purchase a British-made plastic injection molding machine，This gamble put 188bet game on the road to modernization。188bet game starts making toys that can be combined，And designed building blocks with concave and convex surfaces，Any two pieces can be put together。

This major invention made 188bet game famous in Denmark。1953，The company begins cooperation with a plastics factory in Norway，Produces and sells toys。1958，Oler passed away，The younger son Gottfried became the leader of 188bet game，He made a bold decision，Make building blocks the company’s mainstream product，And expand the territory to Northern Europe。

1963，188bet game begins to use ABS plastic as raw material for toys，And build a toy system，each、Each set of 188bet game bricks can be disassembled and assembled，Players can give full play to their imagination，Assemble the building blocks in your hands into novel and weird shapes。

After two generations of accumulation，After Ole’s grandson Kjeld became the third generation head，188bet game products are very mature，Developed many theme series - space、Castle、Pirates, etc.，The company’s operating income has increased from 1 in 1978..2 billion to .2 billion in 1993。1990，188bet game ranks among the top ten toy manufacturers in the world。

Reclaim Legoland 188bet game

1990，After six years of cooperation between Japanese toy company TAKARA and American Hasbro，Successfully launched the super IP "Transformers"，At the same time, 188bet game has entered a decade of confusion。

188bet game suffered its first loss in 1998，The company hired the former CEO of a Danish home appliance manufacturer to take over the day-to-day management of 188bet game，This CEO has made a lot of additions，Add games and online products，Hire professional agencies in London and New York，Also establishing a children's toy design center in Milan，To adapt to children’s game fun，The expensive "Darwin Project" also attempts to convert 188bet game bricks into 3D digital building blocks，And develop 3D games。Also，188bet game enters the retail industry，Launch of 188bet game theme park and brand store plans，Only around 2002，Built 4 large theme parks。

“The results of blind innovation and expansion are often counterproductive，The hastily launched project not only failed to effectively expand the market，On the contrary, it caused huge debt。" Wei Pengju, Dean of the Institute of Cultural Economics at the Central University of Finance and Economics, believes。

In 2003, 188bet game lost 0 million.

Facing the crisis，188bet game appoints Nastop, the first non-founding family member, as a professional manager，Undertaken drastic reforms，First cut off the redundant product lines，Reduce internal friction，Allow dealers to get more profits，Thus speeding up the inventory turnover rate；Then selling tangible assets such as 188bet game buildings and 188bet game theme parks to raise cash，The Legoland theme park has become one of the main businesses of the British Merlin Entertainment Group。Meanwhile，The group returns to its core business，Mainly manufacturing building block toys。

A series of subtractions earns 188bet game precious cash flow，More than ten years later，It has become a superstar again in the toy world。2015，188bet game has become the world’s largest toy manufacturer，Achievements of US.1 billion，By 2018，Its valuation has reached 250 billion yuan。

At this time，188bet game once again chooses to do "addition"，To acquire Merlin Entertainment Group，Reincorporate theme parks and other businesses into the business scope。

In China，Since 2017，Including Shanghai、Sanya、There are rumors that a Legoland theme park will be established in Beijing and other places，There are several districts in Beijing alone competing for this project。Until mid-June，Beijing Municipal Planning and Natural Resources Commission Fangshan Branch Organization District Development and Reform Commission、District Housing and Construction Committee、Information release on the district-level implementation plan review meeting held by the District Finance Bureau and other relevant units，It was only then confirmed that the project would land in Fangshan。Stated by the relevant person in charge of the above fund company，Everyone recognizes the 188bet game brand，It is also a fact that competition is fierce，But the core is still the authorization mode、Implementation policy，Matters involving land are also more complicated。

Compared to 29 years ago，188bet game has more competitors，Especially the highly anticipated Chinese market，In addition to the entry of theme parks such as Disney，Some animation IP operators are also setting up theme parks，Under heavy siege and interception，Building a 188bet game empire is not that easy。

*This articleSource: China Business News，Author: Chen Hanci, original title: "188bet game acquires Merlin Entertainments for £4.8 billion，Legoland theme park may be settled in Fangshan》.