A Global Toy Brand 

“Our idea has been to create a toy that has value for life – a toy that appeals to the child's imagination and develops the creative urge and joy of creation that are the driving force in every human being.”  

~ Godtfred Kirk Christiansen 

Through dedication, innovation, and hardships, LEGO has become a worldwide sensation in the toy industry that continues to stay true to its roots for global success. 

But what's LEGO's secret? A perfect blend of timeless simplicity and limitless creativity. After refining its iconic brick design in 1958, LEGO embarked on a journey to transform playtime for children everywhere. Because of its unique interlocking system, the LEGO brick quickly gained a reputation for durability and versatility, sparking imagination across generations. 

The introduction of the LEGO System in Play in the late 1950s was a turning point that not only transformed the company but also redefined the toy industry. The main idea behind this was that every LEGO piece would be compatible with others, no matter the set or theme, inspiring children to build anything, anytime, bringing endless possibilities for construction. This simple innovation was the key that set LEGO apart from competitors. 

Throughout the 1960s, LEGO began expanding beyond Denmark, targeting European markets such as Germany and the UK. By the 1970s, the brand had established a market in North America, paving the way for worldwide dominance. A significant milestone was in 1968, the opening of the first LEGOLAND theme park in Billund, Denmark. Over the decades, LEGOLAND expanded globally, opening parks in California, Germany, Japan, and beyond, showcasing that LEGO was more than just a toy, but a multifaceted brand. 

LEGO’s growth was also fueled by bold and innovative marketing strategies. In the 1980s, LEGO embraced television advertising to showcase the infinite possibilities of its bricks, a pivot from its earlier focus on catalog promotions. Campaigns like "Just Imagine" and "Only the Best is Good Enough" emphasized creativity and quality, resonating with both children and adults. In the 1990s and early 2000s, LEGO partnered with blockbuster franchises like Star Wars, Harry Potter, and Marvel, creating themed sets that introduced the brand to new audiences and made LEGO a new pop culture buzz. Later on, the company adapted to digital trends by launching video games, animated series, and the critically acclaimed LEGO Movie franchise, to ensure the brand stayed relevant and trending.  

LEGO's logo throughout the years. 

References:

LEGO® History | LEGO.com US