Report 3 乐高玩具成功之道
Wors Tips
hype n.大肆宣传 quadruple v.使……成四倍
toybrick积木 fendoff应对
cuthisteeth 初试牛刀，初获经验McKinsey n.麦肯锡公司
decree v.命令 brand-stretching n.品牌拓展
winningstreak连胜 inflectionpoint转折点，拐点
doldrums n.低迷
Hasbro n.孩之宝公司（美国的一家领先的玩具生产商）
Mattel n.美泰公司（全球最大的玩具生产商）
MegaBloks美家宝（加拿大的一家领先的玩具生产商）
Listen to the following recording and answer questions 1-3.
1）A.Hasbro B.Mattel C.Mega Bloks D.Lego
2）A.stricter management controls B.focusing on its core products C.selling its blockbuster franchises D.forgetting about brand-stretching
3）A.a new education system
B.a balance between innovation and tradition
C.the ability to use the imagination to develop new and original ideas or things
D.a prosperous toy market
听力原文
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.In 2012，it overtook Hasbro to become the world’s second-largest toymaker.The number one，Mattel，is now seeking to buy the Canadian maker of Mega Bloks toy bricks，to fend off the challenge from Lego.This is remarkable for many reasons.
Lego’s decade of success began when it appointed Jorgen Vig Knudstorp as chief executive.
This was a risky move：Mr.Knudstorp was a mere 35 years old and had cut his teeth as a management consultant with McKinsey rather than running a business.But it proved to be inspired.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.
Can the company continue its winning streak？ Its growth is slowing：its net profits grew by 9% in 2013 compared with 35% in 2012，and its revenues rose by 10% compared with 23% in 2012.Mr.Knudstorp suggests that harder times are ahead：When the company is getting bigger and the market isn’t growing，it’s a pure mathematical consequence that growth rates will have to reach a more sustainable level.Lego is now at an inflection point，building its organizational capacity and embracing globalization，to help it find new sources of growth.And Lego needs a global workforce if it is to serve a global market.
Lego also has one important force on its side in its battle to globalize：parents in emerging markets，just like those in the rich world，are convinced that the company’s products are good for their children.Grown-ups everywhere welcome it as a respite from the endless diet of videos and digital games that their offspring would otherwise consume.Chinese adults，including those very grown-up ones in government ministries，hope it will provide the secret ingredient that their education system sorely lacks：creativity.
The Lego Movie may be providing the company with a welcome boost during the toy industry’s post-Christmas doldrums.
But Lego’s long-term success rests on the way adults feel reassured at buying a toy whose roots lie in an age before video games，mobile apps and toy-themed films.
Questions：
1.According to the report，which of the following is the world’s largest toymaker？
2.Which of the following is not mentioned as the chief executive’s measures to revitalize Lego？
3.What do Chinese adults wish Lego to provide？
参考译文
无论走到哪儿，要想不碰到关于乐高的宣传，真是越来越难了。
《乐高大电影》现在位居美国票房第二位，这之前它已连续三周成为美国票房冠军。和该电影有关的工具箱模型在商场大卖，让这个世界又多了一大把乐高积木。据估计，平均每个地球人拥有86块乐高积木。
这家玩具制造商在过去十年中飞速发展，收入翻了两番。2012年，乐高追赶上美国的孩之宝公司，成为世界第二大玩具公司。排名第一的美泰为了应对乐高的挑战，正在寻求收购加拿大的美家宝积木。这实在是了不起的成就。
乐高十年的辉煌开始于任命Jorgen Vig Knudstorp为首席执行官。这是一着险棋。当时的Knudstorp只有35岁，商场上的历练也仅限于在麦肯锡做管理咨询，并未管理过一家公司。然而事实证明这着棋走对了。Knudstorp命令公司回到积木生意，专注于核心产品，忘掉品牌拓展，甚至卖掉主题公园。他还采用了更严格的管理制度，比如将组件从12900个减少到7000个。在 Knudstorp的领导下，乐高在创新与传统中找到了平衡。
乐高能够保持其辉煌的战绩吗？它的增长正在放缓：2012年乐高净利润增长35%，2013年下降到了9%。2012年总收入增长23%，2013年只有10%。Knudstorp也暗示未来的路不好走：当公司不断扩张而市场却保持不变时，增长率肯定得回到一个可持续的水平，这纯粹就是个数学问题。如今的乐高正处在转折点。通过提高管理水平，主动适应全球化，它在努力寻找新的增长点。如果要打入全球市场，乐高也必须拥有一批全球性员工。
在全球化的战役中，乐高还具备一支有生力量：和发达国家一样，新兴国家的父母们相信乐高产品对他们的孩子有好处。世界各地的成年人都喜欢乐高，因为它能将孩子们从无休止的电玩和数码游戏中解放出来。中国的成年人，包括政府部门的官员，希望乐高能够提供中国教育体系中匮乏的、也是国家发展秘方的东西：创造力。
圣诞节过后是玩具业的淡季，《乐高大电影》也许在短期内能给这家公司注入一剂强心针。
然而从长期看，乐高若要成功，就必须让成年人能够放心地购买一个来自另一年代的玩具，那个没有电玩、移动应用或玩具主题电影的年代。
参考答案
1.B 2.C 3.C