Name: 丹麥如何成為一個玩具帝國的所在地 | CNBC報道 (How Denmark became home to a toy empire | CNBC Reports)
Uploaded: 2021-05-12T18:20:37.000Z
Duration: 8 min 18 s

基礎被動語態

Sixty years ago the LEGO brick was invented here in Billund, Denmark.

60年前，樂高磚在丹麥的畢爾倫這裡被髮明。

This piece of plastic has provided millions of people around the world

這塊塑膠已經為全世界數百萬人提供了

with the building blocks for creative play.

Today, LEGO is the world's strongest and most valuable toy brand, with several thousand employees.

今天，樂高是世界上最強大、最有價值的玩具品牌，擁有幾千名員工。

The company's success is a lesson in self-improvement,

該公司的成功是自我完善的一課。

problem-solving and protecting ideas, however small.

解決問題和保護想法，無論多麼微小。

The original two by four LEGO brick measures 31.8mm long and 15.8mm wide.

原始的二乘四樂高磚的長度為31.8毫米，寬度為15.8毫米。

The outside design of the brick hasn't changed since the early 1950s,

自20世紀50年代初以來，磚的外部設計一直沒有改變。

but underneath the plastic rectangle there's been significant improvement.

但在塑膠長方形下面，已經有了明顯的改善。

The LEGO bricks until 1958 were hollow, and they didn't have a lot of clutch power.

1958年以前的樂高積木是空心的，而且它們沒有很大的離合力。

Meaning when you built them together like this, it could stay but it wasn't a very stable building.

意思是當你像這樣把它們建在一起時，它可以留下來，但它不是一個非常穩定的建築。

To give the brick its clutch power, LEGO designed three 6.51mm across hollow tubes under the brick.

為了給磚頭提供離合器動力，樂高在磚頭下面設計了三個6.51毫米寬的空心管。

This allowed the studs to lock together more securely

這使得螺柱能夠更牢固地鎖在一起

providing the platform for bigger and more creative builds.

為更大和更有創意的建設提供平臺。

The brick's success allowed LEGO to expand into other

該磚的成功使樂高得以擴展到其他領域。

children's entertainment like video games and films.

兒童的娛樂活動，如電子遊戲和電影。

But the billion dollar empire's story started here in this house in a quiet town in Denmark.

但這個價值10億美元的帝國的故事就是從這裡開始的，在丹麥一個安靜的小鎮上的這所房子裡。

The company's founder was Ole Kirk Kristiansen, a carpenter who made wooden toys in the early 1930s.

該公司的創始人是Ole Kirk Kristiansen，一個在1930年代早期製作木製玩具的木匠。

After the Second World War, he began experimenting with plastic toys

第二次世界大戰後，他開始嘗試使用塑料玩具

and they eventually began selling better than his original creations.

而且它們最終開始比他的原創作品賣得更好。

By the 1960s, Denmark, along with the rest of Europe, was witnessing

到20世紀60年代，丹麥和歐洲其他國家一樣，正在目睹

a mass relocation of the rural population into towns and cities.

They were attracted by more jobs and a better standard of living.

他們被更多的工作和更好的生活標準所吸引。

LEGO's toy sets started to reflect society's increasing urbanization.

樂高的玩具套裝開始反映社會的日益城市化。

This is the current owner Kjeld Kirk Kristiansen, his sister and his cousin in the garden,

這是目前的主人謝爾德-柯克-克里斯蒂安森，他的妹妹和他的表妹在花園裡。

just outside here, playing with a town plan to learn about road safety.

就在這外面，玩著一個城市計劃，學習道路安全知識。

This is one of the first examples of learn while you're playing.

這是邊玩邊學的第一個例子之一。

It's something that the LEGO Foundation, the company's charitable arm, continues to strive for.

這是該公司的慈善機構--樂高基金會繼續努力的方向。

You learn about how to problem solve, how to quantify, how to put things in place.

你學習如何解決問題，如何量化，如何將事情落實到位。

For children it's quite powerful to have concrete materials

對兒童來說，擁有具體的材料是非常有力的。

to which they can represent abstract ideas they have in their head.

他們可以用它來表示他們頭腦中的抽象概念。

While LEGO tries to help children learn and tackle problems,

而樂高試圖幫助兒童學習和解決問題。

the company itself has also faced issues which needed fixing.

公司本身也面臨著需要解決的問題。

Twenty years ago, we had a huge crisis where LEGO nearly had to close down.

20年前，我們有一個巨大的危機，LEGO幾乎不得不關閉。

The company attributes their near-brush with bankruptcy to a lack of focus,

該公司將他們幾乎與破產擦肩而過歸因於缺乏專注。

getting distracted by things like video games.

被電子遊戲等事情分散注意力。

So we actually turned back to focusing on this brick

是以，我們實際上轉回了對這塊磚的關注

because there's no one who can make bricks like we can.

因為沒有人能夠像我們一樣製作磚頭。

This resulted in a sustained period of growth for LEGO.

But that came to an abrupt halt in 2017 as the company's

但這種情況在2017年戛然而止，因為該公司的

sales and profits fell for the first time in 13 years,

銷售和利潤在13年來首次下降。

in part because it couldn't sell all the bricks that it had made.

部分原因是它無法賣掉它所生產的所有磚頭。

Which is why the company says it needs another "reset."

這就是為什麼該公司說它需要再次 "重置"。

LEGO's founder Ole Kirk Kristiansen instilled into the company the idea of having fun.

樂高的創始人Ole Kirk Kristiansen向公司灌輸了享受樂趣的理念。

That principle is still alive today inside this brand new building called the LEGO House.

這一原則今天仍在這座名為樂高之家的全新建築內得以延續。

Hi Tom. Welcome to LEGO House, home of the brick.

嗨，湯姆。歡迎來到樂高之家，磚塊之家。

The LEGO House has multiple zones based on the core competencies,

樂高之家有多個基於核心能力的區域。

which they hope can be learned through play.

他們希望能通過遊戲來學習這些知識。

Stuart, a senior experience manager at the LEGO House, helped design it.

樂高之家的高級體驗經理斯圖爾特幫助設計了它。

We're in the green zone and the green zone is all about social development.

我們處於綠色區域，而綠色區域是關於社會發展的。

There's a lot of humor going on in here, so there's a lot to discover.

這裡面有很多幽默的東西，所以有很多東西可以發現。

我已經把自己放進去了，是的。

Here I am, coming out of the English pub.

And you can see a little yellow Beetle because when I first moved to Denmark

你可以看到一個黃色的小甲殼蟲，因為當我剛搬到丹麥時

我開著我的黃色小甲殼蟲到達。

This one is called the City Architect, and it's set in the blue zone.

這個人叫城市建築師，設置在藍區。

The blue zone is about problem solving and cognitive skills.

藍區是關於解決問題和認知技能。

The idea is that you take a different color plate and each color plate represents

這個想法是，你拿一個不同的色板，每個色板代表

a different component of the city and you add it to the city.

一個不同的城市組成部分，你把它添加到城市中。

And the clever thing is that the city knows what you've added to it.

而聰明之處在於，城市知道你給它添加了什麼。

I've got a little park that I'm gonna add. I can see these guys here in green.

我有一個小公園，我要加入。我可以看到這些穿綠色衣服的人在這裡。

They're looking for a park, so let's give them a park and you can see the table reacts.

他們正在尋找一個公園，所以讓我們給他們一個公園，你可以看到桌子的反應。

As a reward, these guys have got tickets for a football match

作為獎勵，這些人得到了足球比賽的門票

and you can see they're taking their tickets and they're going to join

你可以看到他們正在拿著他們的票，他們將參加

the football match here. And when we've sold enough tickets, the football match

在這裡舉行的足球比賽。當我們賣出足夠多的票時，足球比賽將在這裡舉行。

comes alive with a great big digital projection show.

巨大的數字投影秀讓這裡變得生動起來。

You build a fish. You build a flat fish, and then you take it to a scanning station.

你建造一條魚。你建造一條扁平的魚，然後你把它帶到一個掃描站。

You scan your model and then you can add features to it, eyes, mouth,

你掃描你的模型，然後你可以給它添加特徵，眼睛，嘴巴。

to give it some expressions and then your fish will be launched

給它一些表情，然後你的魚就會被髮射出去。

and become a digital version of the model you made in this giant fish tank.

併成為你在這個巨大的魚缸中製作的模型的數字版本。

And it will go through different experiences and experience different kinds of emotions

而且會經歷不同的經歷，體驗不同的情緒

because we're in the yellow zone and the yellow zone is all about emotional development.

因為我們處於黃色區域，而黃色區域是關於情感發展的。

The red zone represents creativity. Shall we go and play?

紅色區域代表創造力。我們去玩吧？

Okay, shoes off then and dive into the pool.

好吧，那就脫鞋，跳進游泳池。

So we have this giant play pit with an enormous supply of bricks.

是以，我們有這個巨大的遊戲坑，裡面有大量的磚頭供應。

It's about having fun and really engaging with the product.

這是關於享受樂趣和真正參與產品的問題。

Twenty seconds and you've got to show off your creation.

我的是我的夢想之家，有一個屋頂花園。

Lovely, well mine is a... I'm not really sure what it was.

可愛的，嗯，我的是一個......我不太確定它是什麼。

Creating LEGO pieces and developing them into sets is the job of the company's designers.

創造樂高作品並將其開發成套裝是該公司設計師的工作。

Unsurprisingly, their work is focused on what children want to play with, not adults.

不出所料，他們的工作重點是兒童想要玩的東西，而不是成人。

So we'll test a lot with kids to make sure that they enjoy what we're working on.

是以，我們會對孩子們進行很多測試，以確保他們喜歡我們正在做的事情。

If something does not resonate with them, it'll be cut.

如果有些東西沒有引起他們的共鳴，就會被砍掉。

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丹麥如何成為一個玩具帝國的所在地 | CNBC報道 (How Denmark became home to a toy empire | CNBC Reports)

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