LEGO: The Building Blocks of a Modern-Day Superbrand

Image source: Superudisplay.com

The 80-year saga of Danish toy giant LEGO has been marked by challenges and triumphs, from devastating fires in its early workshops to recent product setbacks and significant sell-offs. Yet, despite the bumps along the road, LEGO has emerged as the world's largest toy company, thanks to its resilience and unwavering focus on its core product: plastic bricks with boundless possibilities. Through strategic pivots and a dedication to play, LEGO has not only survived but thrived.

The Origin Story of LEGO

In the 1920s, founder Ole Kirk Christiansen started crafting wooden homewares before transitioning to wooden toys in the 1930s amid the Great Depression. In 1934, the LEGO name was born from the Danish phrase 'leg godt,' meaning ‘play well’. The introduction of plastic injection-molding machines in 1947 paved the way for experimentation with plastic toys, including the 'Automatic Binding Bricks'.

The LEGO System: A Sturdy Foundation

The standardized LEGO System was launched in 1955, featuring patented mechanics like studs and tubes that allowed bricks to securely attach to one another. This 'clutch power' became a hallmark of LEGO, providing just the right amount of grip between pieces and ensuring compatibility across sets.