AND PARENTAL FEET HAVE NEVER BEEN THE SAME:

Lego's Legacy Continues to be Built (Leo Cendrowicz, 1/28/08, TIME)

The Lego company was founded in 1932 by Danish carpenter Ole Kirk Christiansen, a carpenter from Billund who had a sideline in wooden toys. He named the company after an amalgamation of the Danish phrase 'leg godt', which means "play well".

The basic eight-stud red Lego brick was first sold in Denmark in 1949. But it took a further nine years for Ole Kirk's son, Godtfred Kirk, to file the patent for the versatile "Automatic Binding Brick" with its interlocking 2x4 studs. The plastic bricks are part of a unique system: tiny tubes inside give the knobs on top of other blocks more places to grip. They hold together well but can be taken apart easily by a child. And consistency has been key: the bricks produced today have the same bumps and holes, and can still interlock with those produced back in 1958. Fifty years on and the Lego Group is the world's fifth largest toymaker in terms of sales, after Mattel, Hasbro, Bandai and MGA Entertainment.

Over the years, the Lego group has built up the brand. It developed the larger Duplo series in the 1960s for younger children who had trouble handling the original tiny Lego bricks (Duplo is still going strong too). In 1968, the company opened its first Legoland theme parks, near its Billund birthplace. Parks in Windsor, England, Carlsbad, California and Günzburg, Germany followed, each using around 50 million bricks to create replicas of monuments and landmarks such as the Eiffel Tower, Mount Rushmore, and the Sydney Opera House. Each park receives around 1.4 million visitors per year.

But over the past decade, the group has struggled to keep pace with changing toy trends: the basic plastic bricks find it particularly tough to compete with games consoles like XBox and PlayStation to attract kids' attention. After years of eroding sales, the company posted its first ever losses in 1998.

Radical remedies were needed to restore the brick's reputation. Tie-ins helped: the company's link-up with Star Wars revived the brand, and even led to its own video games: Lego Star Wars II sold 1.1 million units in its first week of release in 2006. If you can't beat 'em, join 'em it would seem.

While cruzzards must be initially appalled by the top-down nature of the Star Wars models, realistically the kids just follow the plans the first time they play with it and from then on use the pieces just as creatvely as classic Lego.

Posted by Orrin Judd at January 28, 2008 7:56 AM