LEGO. The most valuable Danish company. An inspiring story!

LEGO the humble beginnings

The name ‘LEGO’ is an abbreviation of the two Danish words “leg godt”, meaning “play well”. It’s our name and it’s our ideal.

The LEGO Group was founded in 1932 by Ole Kirk Kristiansen in Billund, Denmark. The company has since passed from generation to generation and is to this day still owned by the Kirk Kristiansen family.

The company started out making wooden toys and later expanded into plastic bricks in 1949, when they patented the iconic LEGO brick design.

It has come a long way over the past 90 years - from a small carpenter’s workshop to a modern, global enterprise that is now one of the world’s largest manufacturers of toys.

The LEGO brick is their most important product. They're proud to have been named “Toy of the Century” twice. Their products have undergone extensive development over the years – but the foundation remains the traditional LEGO brick.

The brick in its present form was launched in 1958. The interlocking principle with its tubes makes it unique and offers unlimited building possibilities. It's just a matter of getting the imagination going – and letting a wealth of creative ideas emerge through play.

In the early years, LEGO focused on producing basic bricks and sets. Over time, they introduced themed sets like LEGO Town, LEGO Castle, and LEGO Space to spark children's imaginations.

LEGO expanded internationally in the 1960s, opening subsidiaries in other countries. They also began producing other plastic toys beyond just bricks, like vehicles and characters.

In the 1970s-1980s, LEGO faced challenges from the rise of video games and other electronic toys. They responded by investing in new product lines, like LEGO Technic and LEGO Fabuland, to stay relevant.

The 1990s saw the launch of very successful themes like LEGO Pirates and LEGO Studios. LEGO also began producing licensed sets based on popular movies and TV shows like Star Wars, Harry Potter, and Batman. In the 2000s, LEGO expanded into new areas like retail stores, amusement parks (LEGOLAND), video games, and movies. The LEGO Movie, released in 2014, was a major critical and commercial success.

Today, LEGO is one of the most popular and profitable toy companies in the world. They continue to innovate with new products, themes, and experiences while staying true to their core values of creativity, learning, and imagination.

LEGO has been fueling the creativity of young people by

1. Promoting open-ended, imaginative play: LEGO focuses on creating toys that inspire children to engage in open-ended, hands-on play and use their creativity to build whatever they can imagine. Their classic LEGO bricks allow for endless possibilities.
2. Developing educational toys and games: LEGO offers a wide range of educational toys and games that help children learn while playing creatively. These products engage kids in subjects like math, science, coding, and more.
3. Encouraging user-generated content: LEGO allows customers to submit their own LEGO creations on the company's website. The most popular user-generated designs can even be turned into official LEGO products. This taps into the creativity of LEGO fans.
4. Partnering with UNICEF: In 2015, LEGO partnered with UNICEF for 3 years to help protect children's rights globally. This demonstrates LEGO's commitment to being a positive force in the lives of young people.
5. Expanding into movies and theme parks: LEGO has successfully translated its brand into popular movies like The LEGO Movie and theme parks like LEGOLAND. These entertainment experiences further engage kids' imaginations.
6. Promoting inclusivity: LEGO aims to be inclusive of all identities and backgrounds in its products and hiring practices. Encouraging diversity helps spark more creativity.

LEGO has incorporated learning and educational value into its toys by

• Promoting hands-on learning through construction:
• LEGO's iconic bricks allow children to engage in hands-on learning through the act of building and constructing.
• The process of following instructions, planning, and assembling LEGO sets helps develop problem-solving, fine motor, and spatial skills.
• Offering themed sets that teach about the real world:
• LEGO has created themed sets based on real-world topics like cities, transportation, science, and history.
• These sets expose children to concepts and information in an engaging, interactive way through play.
• Developing STEM-focused lines like LEGO Technic and LEGO Mindstorms:
• LEGO Technic sets feature advanced mechanisms like gears, axles, and motors that teach principles of engineering and physics.
• LEGO Mindstorms kits incorporate programmable bricks that allow children to build and code their robots, teaching coding and computer science skills.
• Partnering with educational organizations:
• LEGO collaborates with schools, museums, and educational non-profits to develop curriculum-aligned building sets and activities.
• For example, LEGO Education offers a range of classroom-focused products that teach subjects like math, science, and language arts.
• Encouraging creativity and imagination:
• While LEGO sets provide instructions, the open-ended nature of the bricks allows for endless creative expression.
• Building original creations helps develop divergent thinking and imagination in children.

LEGO ensures the sustainability of its products by

Key ways LEGO is working to ensure the sustainability of their products:

1. Transitioning to sustainable materials: LEGO is working to make their iconic bricks and packaging from sustainable materials by 2030. They are exploring alternatives to traditional plastic, like plant-based and recycled plastics, to reduce their environmental impact.
2. Investing in renewable energy: LEGO has invested heavily in renewable energy, including offshore wind farms, to power their operations. Their factories and facilities are run on 100% renewable energy.
3. Promoting sustainable play: LEGO is focused on designing toys that encourage sustainable play and learning. Their products help children develop skills like creativity, problem-solving and teamwork that are important for a sustainable future.
4. Responsible sourcing: LEGO has commitments to responsible sourcing of materials and working conditions in their supply chain.They partner with organizations like UNICEF to protect children's rights globally.
5. Recyclability and durability: LEGO bricks are designed to be durable and reusable, with many sets being passed down through generations. The company is exploring ways to improve the recyclability of their products at end-of-life.
6. Engaging fans in sustainability: LEGO engages its passionate fan community to promote sustainability through initiatives like the LEGO Ideas platform. Fans can submit sustainable building ideas that could become official LEGO sets

Despite some challenges over the decades, LEGO has evolved from a small wooden toy company to a global powerhouse by adapting to changing times, expanding into new product categories, and leveraging its iconic brand and products in creative ways. Their story is one of resilience, innovation, and a commitment to their founding mission of inspiring children through play.

Sam Larios | Author