Building history <\/p>\n
In 1932 Ole Kirk Christiansen (sometimes spelled Kristiansen)\u00a0began making wooden toys in Billund, Denmark<\/a>. But in those early days he was not exclusively a toymaker; he also produced household items, including ironing boards and Christmas tree<\/a> stands. By 1935 he decided to focus on toys and came up with a name for his nascent<\/a> company, taking the first two letters from the Danish words that would become his company\u2019s mission statement. The name LEGO has been used since 1936.<\/p>\n Christiansen continued to make toys throughout World War II<\/a>, a reflection of his belief that even in the hardest times, children need to be children. By this time Christiansen\u2019s son Godtfred Kirk was working in the business. In 1949 the company produced its first plastic building-block set. Though LEGO products were sold only in Denmark, this new toy<\/a> was given an English name\u2014Automatic Binding Bricks\u2014as a grateful nod to the Allied fighters<\/a>. They sold well, but nothing indicated the global phenomenon that was to come.<\/p>\n Building blocks <\/p>\n Ole Kirk Christiansen was committed to quality in what he produced, and he had seen the potential in those first building blocks, telling his sons: \u201cCan\u2019t you see that if we do this right, we can sell these bricks all over the world?\u201d Less than a decade after the first block set was created, Kirk, who had taken over the company from his father, and his team came up with the unique<\/a> \u201cstud and tube\u201d design. Kirk calculated that just six two-by-four studded bricks could be combined in millions of ways. He received a patent for his idea in January 1958.<\/p>\n From the beginning, both father and son saw LEGO as not just a toy but also a way to play, with Kirk describing this vision in 1955:<\/p>\n Our idea has been to create a toy that has value for life\u2014a toy which appeals to the child\u2019s imagination and develops the creative urge and joy of creation that are the driving force in every human being<\/a>.<\/p>\n By the 1960s LEGO toys were enormously popular in Europe, and in 1968 the first LEGOLAND park opened in Denmark. (By 2026 there were 11 LEGOLAND parks around the world, offering experiences such as the ability to \u201cdrive\u201d a Ferrari<\/a> built from bricks or to \u201csee landmarks\u201d such as the Eiffel Tower<\/a>.) LEGO bricks were first sold in the United States<\/a> in 1961 and eventually became a staple<\/a> for the country\u2019s growing suburban families. (As would the yelps from parents who step on the bricks left scattered on the floors of those houses.) In 1969 LEGO introduced DUPLO. Meant to attract a younger audience, the blocks were modeled on LEGO but were twice as big and therefore easier for the smaller, less dexterous hands of younger children to play with.<\/p>\n Building worlds <\/p>\n One of the most instrumental designers of the LEGO world was Dagny Holm, a niece of Christiansen, who went on to design\u2014and lead a team who built\u2014the castles, towns, trains, and other play sets that became synonymous with LEGO.<\/p>\n Millennium Falcon<\/a>Partnering with franchises such as Star Wars and Harry Potter helped LEGO remain a relevant and beloved toy in the 21st century.(more) <\/p>\n Faced with competition from toys as diverse<\/a> as dolls and video games, LEGO adapted by creating Minifigures, the typically smiling yellow humanoids that became regular presences in the company\u2019s themed play sets. (Although over time, it would be possible to have grumpy Minifigures as well.) In 1998 the company launched LEGO MINDSTORMS, combining traditional building elements with programmable robotics<\/a> technology<\/a>. (MINDSTORMS were retired in 2022.) Capitalizing on Christensen\u2019s notion of children discovering the joy of creation, LEGO also appealed to schools and educators, and LEGO became a staple in many classrooms, teaching engineering, problem-solving, and programming.<\/p>\n Even though LEGO was named \u201cthe toy of the century\u201d in 2000, the outlook for LEGO in the 21st century was not as bright as its vibrant blocks. Quite simply, LEGO was failing as a business. The complexity<\/a> of some of its sets, the cost of theme-park expansions, and a digital transformation in the play space threatened to bankrupt the company. The story of LEGO in the 21st century is one of getting back to its roots. It simplified many of its sets, which allowed it to save money on production but also encourage the kind of creative play the brand had been known for. As it did so, it partnered with other franchises that aligned with LEGO builders. For example, a child who loves both Star Wars<\/a> and LEGO could build a massive (and expensive) Millennium Falcon. Same with the Harry Potter<\/a> universe.<\/p>\n And then, in perhaps the most unlikely of strategic decisions, LEGO decided to go Hollywood<\/a>. In February 2014 The LEGO Movie premiered. It was a box-office hit, a critical success, and, perhaps most important for the company, introduced a new generation of kids to the world of LEGO. One of the most popular Minifigures in that first movie was Batman<\/a>, who starred in his own 2017 spin-off, The LEGO Batman Movie.<\/p>\n Humanizing LEGO<\/a>Minifigures enhanced the world of play for LEGO builders beyond elaborate structures.(more)<\/p>\n As LEGO attracted new audiences, it discovered that it could appeal not just to the young but also the young at heart. Enter the world of Adult Fans of LEGO (AFOLs, as they are commonly known). The creation of \u201cexpert lines\u201d allowed adults who grew up with LEGO to get back in touch with their inner child. AFOLs have created models that perhaps even Christiansen could never have imagined, including a 50,000-brick model of Dulles International Airport that was displayed at the main terminal<\/a>.<\/p>\n