Few brands have as much international recognition as Lego. Known worldwide for their iconic plastic construction brick toys, the Lego Group has endured over eighty years of producing toys and merchandise for children of all ages. As with any long-lasting company, the history and story of the creation of the toy giant is one of trial and error, ideas and tests, everything a good corporation should be doing to do to stay afloat. From making simple toys to becoming the world's top selling company and the largest producer of rubber tires worldwide (yes, that is true), Lego has found what makes the people keep coming back for more, and it all starts with one man trying to make some extra money for his shop.
Danish carpenter Ole Kirk Christiansen
began the company out of his shop in 1932, as he was not making
enough on just his usual wares, due to the Great Depression. He
continued to make regular furniture, but also sold wooden toys under
his own name. As with many cultural icons, World War II gave the
economy a boost, and Christiansen was able to look into other types
of toys that were previously too expensive – and upon obtaining a
plastic injection machine, started making plastic cars and trucks,
some of which could be taken apart and put back together, not unlike
the plastic brick-and-stud toys being made by another company,
Kiddicraft. Around this time, the name “Lego” was established,
based on the Danish words for “play well.” Lego used the patents
and plans for the Kiddicraft bricks, thus creating the first plastic
Lego bricks. The company was not initially successful though, as the
concept of plastic toys was still too new to most in Europe, and the
items were seen as inferior to the stronger wood or even metal
pre-war era playthings. They persevered, and kept producing their
bricks alongside their original style toys, and little by little, the
bricks became more popular.
Lego had become a major brand in
Denmark and other European countries by the 1960s. In 1968, the very
first Legoland theme park was opened (roughly thirteen years after
Disneyland and three years before Disney World) in their home city of
Billund. Upon expanding to the international market in the mid-60s,
Lego's name became known to more and more people, the bricks
themselves becoming a sort of celebrity in their own right. During
the 1970s, sets were released worldwide, themes such as “Expert,”
“Castle,” and “Town” were produced and expanded upon
annually, and in 1975, the first Lego minifigures were made. These
were unposable, but the same basic design was used when in 1978, the
first modern type minifigs were included in the construction sets.
Sets ranged from ones targeted to younger children (the now-praised
Fabuland theme) to simple town/city structures that made for good
imaginative play. Over the next two decades, Lego experimented with
new concepts and themes, many of which exist today in some way –
Castle comes back every now and again, Pirates (which were the first
minifigs to use new printings and styles beyond the basic smile)
appears once in a while, and the Space theme is paid tribute to in
The Lego Movie with the
“1980s spaceman” character, Benny.
There's
only so much one can come up with, and Lego realized that in the late
1990s. The bricks were being overshadowed in the public mindset due
to toylines such as Transformers during the late 1980s. With the
newfound popularity of the Star Wars
franchise following the 1997 Special Edition rereleases and the
then-upcoming prequel trilogy, Lego and Lucasfilm made a deal for the
company to make a series of sets based on the movies – officially
making Star Wars the
first third-party licensee of the company. This line continues to
this day as one of their most successful themes, with sets featuring
vehicles and locations like the Millennium Falcon and
the Death Star. Two years later, Lego got involved in television and
buildable action figures – but not all endeavors performed well.
The Fox Kids TV show Galidor
was produced as a tie-in to the line of toys, but the line proved
unpopular with fans and was swiftly canceled. Meanwhile, Lego was
trying their hand at complete brick built figures, leading to the
Bionicle theme – a
total in-house creation, with in-depth lore and story written to
further develop the brand. Slowly, the company reclaimed their place
in the toy box, and with popular themes such as Marvel and DC Comics,
Ninjago, Creator, and Minecraft, Lego found a way to keep everybody
interested without dividing the fanbase and bring in more of the
modern generation of kids who might not gravitate towards the generic
bricks.
After
returning to the public eye during the height of the Star
Wars prequel trilogy, Lego
continued to release sets across several new themes, all while
considering ways to bring the brand into other media. Short,
two-minute films were animated, mostly involving Star Wars
characters. Within a few years, feature-length movies based on the
Lego DC Superheroes
line were released, and while not the best animated movies, they're
still watchable. Most notably, after years in development, The
LEGO Movie was finally released
in 201x, to critical and commercial success. It is often considered
one of the best children's movies in recent years, and is followed by
movies such as The LEGO Batman Movie,
LEGO Ninjago, and an
untitled sequel to the original film. On the side of plastics, Lego
keeps working on creating new products and themes, sometimes with the
help of fans themselves. The Ideas
theme allows for anybody to come up with an idea and if it gets
enough votes, the set will be produced and sold worldwide – such as
the Beatles Yellow Submarine
movie set, Ghostbusters,
Doctor Who, and the
recent Saturn V Apollo rocket. Several brand stores have opened,
almost like a snapshot into the Legoland parks.
Of
course, there were times where Lego was in danger of going bankrupt.
Most companies do, and as usual, Lego found a way out and back to the
mass market of people worldwide. Children and adults alike can find
some enjoyment out of the bricks, whether it's buying one of the
expensive modular buildings or just putting random pieces together
and calling it a spaceship, the toys do not have an age cap. Artists,
designers, architects, students – all have used Lego has a way to
express themselves and present a new idea. The simple,
anybody-can-do-it system makes it stand out from other toys, where
hours of instructions and batteries are needed. There are the big
ticket sets like the Death Star or the Disney Castle, but there are
smaller ones that kids can get without breaking the bank. Lego has
made it eighty years, and at this rate, will continue to make their
iconic bricks for decades to come, if not centuries.