This thesis aims to provide an in-depth analysis of the internationalization process of the LEGO Group, using the Uppsala model by J. Johanson and J. Vahlne as a theoretical framework. The Uppsala model focuses on the gradual increase in involvement and commitment to foreign markets, emphasizing experiential learning and the role of incremental steps. The research explores how LEGO Group expanded globally, starting from its early days in Denmark to becoming a global leader in the toy industry. The study is conducted through a combination of academic sources, internet research, and data collected from LEGO Group's official website. Despite the company's reluctance to share detailed information, the thesis traces LEGO's internationalization steps, including the establishment of sales offices, production facilities, and partnerships in various countries. The analysis also examines factors and challenges that influenced LEGO's internationalization process, such as crisis management, competition from imitation products, import/export restrictions, and digital adaptations. The thesis concludes by comparing LEGO's internationalization journey with the Uppsala model, highlighting key milestones and insights. It discusses the relevance of the Uppsala model in understanding the complex dynamics of internationalization and the importance of experiential learning in the process. The research underscores the dynamic nature of internationalization and the need for companies to adapt their strategies based on new knowledge and experience.This thesis aims to provide an in-depth analysis of the internationalization process of the LEGO Group, using the Uppsala model by J. Johanson and J. Vahlne as a theoretical framework. The Uppsala model focuses on the gradual increase in involvement and commitment to foreign markets, emphasizing experiential learning and the role of incremental steps. The research explores how LEGO Group expanded globally, starting from its early days in Denmark to becoming a global leader in the toy industry. The study is conducted through a combination of academic sources, internet research, and data collected from LEGO Group's official website. Despite the company's reluctance to share detailed information, the thesis traces LEGO's internationalization steps, including the establishment of sales offices, production facilities, and partnerships in various countries. The analysis also examines factors and challenges that influenced LEGO's internationalization process, such as crisis management, competition from imitation products, import/export restrictions, and digital adaptations. The thesis concludes by comparing LEGO's internationalization journey with the Uppsala model, highlighting key milestones and insights. It discusses the relevance of the Uppsala model in understanding the complex dynamics of internationalization and the importance of experiential learning in the process. The research underscores the dynamic nature of internationalization and the need for companies to adapt their strategies based on new knowledge and experience.