This diploma thesis focuses on the area of customer care in the company LEGO Group Czech republic, especially concentrates on the recruitment of the customers and also on the increase of the frequency of customers. The theoretical part focuses on definition of the marketing mix, customer and their shopping behaviour, furthermore the thesis introduces the description and trends concerning the competition on the market. First sections of analytical part are devoted to introduction of the company LEGO, evaluation of the brand, economic overview, description of the customer, overview of portfolio and analysis of the competition. The main part is based on the data received from the own research, which results in description of current situation and especially in proposals for improvement on how to get closer to the customer.