Its red, yellow, and white logo is instantly recognisable, and in 2015 it surpassed Ferrari as the world’s most powerful brand. What am I referring to? Lego the simple but colourful system of interlocking plastic bricks. Lego has grown from a small Danish wooden toy supplier into the world’s largest toy company, producing billions of small every year. The word Lego is derived from the Danish phrase ‘leg godt’ meaning ‘play well’ in English, but it also has multiple Latin translations, including ‘I collect’ and ‘I compose’, which are particularly relevant. Lego’s retail stores and amusement parks are now spread all over the world, and their diverse scope of products includes their Lego minifigures, marvel cinematic universe tie-ins and the children’s Duplo range.
Lego’s Danish Origins
Lego was founded by Ole Kirk Christensen and initially made wooden toys, but after a fire, it was decided by Oles son Godtfred to switch to plastic products and, in 1949, concentrate on the Lego system of interlocking bricks. The company built an airport in their hometown of Billund to facilitate their increasing distribution, and their headquarters still reside there today. In 1989 Lego’s patents expired, and this led to a range of competitors offering a similar product, but Lego’s continual development and exploration of new products have meant they are the brand leader by an enormous distance.
Lego For All
Lego products are available in many different ranges, all encouraging learning and development. For younger builders, the Lego Duplo range introduced in 1969 is designed to fire their early imagination with a simpler system that improves motor skills. Older children can deep dive into a vast and diverse range of Lego products and movie tie-in ranges, such as Batman, and are particularly popular. For those future engineers, Lego Technic’s sets of challenging kits with working functions introduce mechanisms, motors and engineering concepts which transfer into adult life.
Not Just for Kids
The Lego system has evolved into an amazingly diverse product with fans of all ages; Lego sets with thousands of pieces now exist for adults. Their Star Wars range has huge designs that form the centrepiece in the homes of many Lego enthusiasts. The architecture and icon range also allow the adult builder to indulge their Lego habits by creating world wonders and well-known landmarks.
After over sixty years of trading, Lego now sits at the pinnacle of the toy industry, and if you want to spark your children’s imagination, there is nothing better.
