Lego - The Ultimate Toy Brand

Legos popularity and diversity know no bounds. This simple block of plastic has become a pandora's box to limitless imagination. It is not just a toy; it is now a cultural identity. There are even animation movies created with these blocks. But in its initial days, no one anticipated that it would grow so big. In fact, the company was hardly making money selling the blocks. Kids were not very fond of the toy in its beginnings. But of course, that has drastically changed today.

The company takes pride in its product and understands the importance of innovation, which has brought it to such a big stage. In their brand framework, they mention that children are their role models. They desire to be a global force for instituting and innovating learning-through-play. They wish to encourage and amplify innovative thinking in children through their creation. They value imagination, creativity, fun, learning, caring, and quality in their products. They recognise the impact their products have on children and take responsibility for creating a valuable experience. Their primary focus is for the toys to make a system-in-play so that kids keep learning without directly engaging in an educational environment.

The company was founded in 1932 by the Kirk Kristiansen family, who still own it to this day. Ole Kirk Kristiansen made his first wooden toy that year. He continued innovating, preserving against all odds, till he attained success. The name 'LEGO' is a combination of the two Danish words, "leg godt," meaning "play well." It is their name and their ideal. The Lego Group's current motto, "only the best is good enough," was created in 1936. This motto was created by Kristiansen to inspire his employees to never skimp on quality, a value he believed in strongly. The company has expanded since it was founded almost 85 years ago, having a humble beginning in a small carpenter's workshop to becoming a global enterprise that is now one of the world's largest manufacturers of toys. The Lego brick is their most prominent product. The products have undergone extensive improvement across the years, but the Lego brick still remains the foundation. The brick was launched in 1958 in its existing form. The interlocking principle, with the tubes, make it unique and offers unlimited building possibilities. It's just a matter of getting the imagination to work and letting plenty of creative ideas emerge through play.

Various themes have been released by the Lego group since the 1970s, including space, robots, pirates, trains, vikings, castles, dinosaurs, undersea exploration, and the wild west. Though, the themes that still continue to persist are the classic Lego City - a line introduced in 1973 representing city life, and Lego Technic - a line introduced in 1977, aimed at emulating complex machinery. Lego has also licensed character themes from numerous cartoon and film franchises and video games over the years, such as Batman, Indiana Jones, Pirates of the Caribbean, Harry Potter, Star Wars, and Minecraft. Lego also initiated a robotics kind of toy in 1999 called 'Mindstorms' and has continued to expand and improve this range since then. The origin of the product came from a programmable brick developed at the MIT Media Lab. The name is conceived from a paper by Seymour Papert, a computer scientist, and educator, who also developed the educational theory of constructionism, whose research was funded by the Lego Group.

The Lego toys are not just play toys; they are also educational toys. In May 2011, the Space Shuttle Endeavour mission STS-134 brought 13 Lego kits as part of the 'Lego Bricks in Space' program to the International Space Station. The astronauts built models to see how they would react in microgravity. Lego bricks are also used to make impressive installations. The largest model ever created with over 5 million bricks is a 1:1 model of an X-wing fighter and was displayed in New York City in May 2013. Other records include a 34-meter (112 ft) tower and a 4 km (2.5 mi) railway. In February 2015, Lego replaced Ferrari as the 'world's most powerful brand.' It was and still continues to be a brand that never compromises on quality and innovation.