Globally, LEGO Education is part of the Lego Group in Denmark. For example, in the North American market, the LEGO Group has 100% ownership of LEGO Education. The latter will enter local kindergartens, primary and secondary schools to offer relevant courses, and also provide one-on-one teaching. The content ranges from the most basic LEGO bricks to the high-level LEGO robots. According to LEGO officials, the purpose of LEGO Education is to supplement the knowledge points in the children's classrooms and let them learn and use them. It is also an approach for LEGO to expand its brand influence.
However, in the deep European and American markets of Lego, Lego Education has always been relegated to the second line: the first thing to sell toys is the derivative of Lego Education. The LEGO Group was founded in 1932, and LEGO Education is a branch that emerged more than 40 years later. In essence, the LEGO Group is a company that develops and sells toys as its core business. Its company name, Lego, is named after the Danish word "leg godt", which means "play well" - it is fun or good to play.
First, the difference between LEGO education and Lego toys
1. Different equipment
Most LEGO toy blocks are toys that can be seen in the shopping mall, such as the Duplo series, the city series, the Star Wars series, the technology series, the girl series, the creative series, etc., which can be built according to the construction steps. LEGO Education uses specialized LEGO teaching aids, which have unique LEGO accessories, such as gears, turbines, levers, EV3 robots, etc., which are more educational.
2. Different focus
Lego toys represent happiness, unlimited imagination, and a creative future; and LEGO Robot Education has its systematic curriculum system that opens the door to discovering and exploring the world for children aged 3-16. The LEGO program is jointly developed by LEGO Education R&D departments and scientists and educational psychologists from universities such as MIT and Cambridge. It is designed according to the age (3-16 years old) and covers subjects including science, technology, mathematics, and design. , sociology, etc., not only for classroom teaching, but also for extracurricular activities and skills training content. LEGO Education believes that every child can be successful simply by giving appropriate guidance.
Let children deeply experience the mystery of machinery, and try to design and change; observe the characteristics and characteristics of mechanical structures and various mechanical principles, and describe the mechanical principles in the process of assembly and assembly, and understand the movements of various machines and learning works. The mathematical and physical principles, understanding the application of mechanical devices in life, focusing on the observation and description of mechanical structures. In the later stage, through mechanical structure, sensor application, program application, research and exploratory learning, enter the robot programming stage. Develop children's logical thinking ability, teamwork ability and so on.
Chinese-style growth of LEGO Education
Second, Lego's change to children
1. Cultivation of thinking style
Scientists say that the child's hand is the child's brain. When the child's hand is doing some experimentation, the brain is actually accumulating a lot of experience. Through the “hands-on†in the LEGO class, the child is trained in thinking and problem-solving skills including logical thinking and creativity.
The same LEGO suits, after building different finished products, can also be continuously modified through continuous trials to make the finished products continue to improve. Therefore, the works built by each child in the same course are different, which is the charm of Lego's diversity.
2. Cultivation of observation and concentration
Playfulness can also develop your child's observation and concentration. When a child builds a car, he may only know that the wheel is round, but when he started it, he found that the wheel was composed of the wheel and the tire. Also, when the child is carrying the excavator, the bucket will be installed at the back of the cockpit at the beginning. Because the driver is driving at home, the father is sitting in front, but after the ride is found, the bucket should be installed in front of the cockpit. It is convenient for the driver to operate. Hands-on construction, and contrast with real life, and then explore the reasons, the child's observation power will also improve, but also enhance the child's creativity and ability to find problems to solve problems.
3. Character cultivation
Playfulness is also very helpful for the development of children's character. The children build their own hands, sometimes experience failures, and constantly modify the way of construction until success. In the process, they cultivate the children's ability to resist setbacks, and at the same time gain confidence, understand that through the efforts and trials, they can harvest success!
Third, LEGO Education - the localization of LEGO Group in China
With the trend of STEM education in the country, Lego Education has developed rapidly in China. LEGO Education is part of the LEGO Group. Since its inception, it has provided products and services to more than 60 countries around the world. It has been in China for more than 10 years and is a well-known Maker education brand operating globally, providing content for teachers and students around the world. Challenging, fun and operative learning tools and instructional solutions. At present, there are about 20,000 schools across the country that incorporate LEGO education into teaching, and China is considered one of its most important markets.
“Learning through playâ€, which is “playing middle schoolâ€, is the concept advocated by LEGO Toys, and “Playful learningâ€, that is, fun learning, is the slogan of LEGO Education. The two businesses share common values, and learning is their common concern, but the purpose of the toy itself is to make the children happy, all designed to “play†and add learning attributes in addition to fun. In the process of playing and building solid works, children can acquire the sense of space, logical thinking, problem-solving ability, cooperation ability, etc., and train imagination and creativity.
Lego Toys and LEGO Education have different positions in the market. The two product lines are developed based on different user groups. The former is mainly aimed at the C-end consumer market, while the latter is focusing on providing teaching solutions around the school. In the same way, both have the attributes of play and learning, providing unlimited opportunities for children and even adults to create and express ideas.
Earlier, LEGO Education relied on the power of local distributors to bring its educational products to campus. It is understood that LEGO Education's current domestic partners include Xixia, Fuyang Education, Lizhi Education, and Lion King Education. For partners, LEGO Education values ​​its academic background and channel relationships. Taking Xiangyang Education as an example, this service provider focusing on pre-school education has established cooperative relationships with more than 3,000 kindergartens across the country, providing course program services, teacher training, etc., and has established a pre-school education research institution. Research Institute. The two sides cooperate in the research and development of educational content, education services and marketing, and jointly provide innovative learning solutions for Chinese kindergartens, primary schools and secondary schools. Lego Education's other partner in the country, Xixia, covers more than 2,000 kindergartens, more than 6,000 primary and secondary schools, more than 70 universities, and more than 600 off-campus activities.
Through the cooperation, LEGO Education has reached the frontline teachers in China to understand their needs and suggestions for teaching products and course content, and feedback to the R&D design team at the Danish headquarters to revise the standardized courses and teaching materials. Localized solutions are being promoted in China on a large scale.
On the road of STEM education, LEGO has been through for more than 20 years. Yao Lepeng, president of LEGO Education, said, “Lego Education is committed to building an educational solution that combines LEGO bricks with school curriculum to promote STEM education in China.†In the era of artificial intelligence and big data, LEGO Education hopes to digitize it. Tools and learning platforms that combine physical and virtual, giving traditional building blocks a unique learning experience for students.
Fourth, linked to education, Chinese parents have bought it.
In Europe and the United States, Lego is an essential part of a child's childhood, and is also a must for parent-child interaction.
In China, education and toy retailing do not form a set of relationships because of different business entities.
In the Chinese market, the popularity of Lego toys, and the rise of Lego training, who is driving who is not clear.
In fact, Lego Toys entered China in the 1990s, but it was not warm before, and the high price was a reason (the price of Lego Toys in the 1990s was three digits, which is not much different from the present). Chinese parents can't understand that a toy sells so expensive, and its meaning is. It was not until the incident of education and education that the parents’ ideas changed.
In 2010, there were still many parents who did not know what LEGO was. Others thought that LEGO was a high-learning (note: a milk-based nutritional food).
Why is it related to education? This is also due to Lego's partner in China, claiming to be "Lego's representative in China, which has contributed to the cooperation between the Chinese Ministry of Education and the Danish Lego Group" - Xiqiao Company. Chinese companies, of course, know more about what Chinese parents want. At the beginning, Sitia introduced a number of Lego textbooks for more than nine years. Teaching aids are also very old, with the aim of digesting stocks. The inventory is almost digested on the new energy series and the new technology series. The old textbooks are also constantly improved. From the perspective of the quality and content of the textbooks, they are all developed domestically, and the original translations are a minority. The current teaching plan refers to the expectations of Chinese parents and makes some adjustments. For example, during the course of the class, some shallow mathematical and physical common sense are instilled.
Today, Lego has launched 24 LEGO event centers in 22 provinces, half of which are located in Beijing and Shanghai. Parents not only know about it, but also discuss it. Knowing the last question called “What kind of change can Lego Education bring to children?†has received many responses. On the public comment website, the puzzle function of Lego Toys is the added value that many consumers care most about. . Similar discussions are often seen on various parenting forums.
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