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Introducing the Lego Brand 1
The story of Lego, the world famous toy manufacturer, began in 1932. The name Lego comes from the Danish words "leg" and "godt" meaning "play well" and hints at the brand's Scandinavian heritage. The company was founded by Ole Kirk Kristansen in his carpentry workshop in Billund, Denmark. Among a variety of products, Kristiansen began crafting children's wooden toys. Two years later the name Lego was adopted by the company and by 1939 Lego was employing ten people. The company has remained a family business ever since despite becoming the third-largest toy manufacturer in the world.
Lego - a Global Market Leader
During the 1940s the Lego Company began manufacturing plastic and wooden bricks. However it was not until 1956 that the company launched its most famous product, the product that has formed the bedrock of the brand ever since - the interlocking Lego brick. This simple design involving a brick with interlocking tubes offered the chance to build whatever your imagination could design. In 1979 the company introduced their iconic mini figures with moveable arms and legs to bring the Lego worlds to life. The Lego brand has expanded to include variations on its classic brick design. In 1969 the Duplo series was introduced. Duplo is a larger version of the Lego brick, intended for use by the under-five age range. Today, the company's range is almost endless, with Lego sets available to coincide with all of the major film franchises including Star Wars, Harry Potter and The Lord of the Rings, as well as more everyday themes such as restaurants, building sites and city life. The Lego brand also includes variations of its classic brick design. However brand has also expanded far beyond its toy manufacturing roots. Lego produces a wide range of online and console games, ranging from action and adventure games featuring well known Lego characters, to educational games geared toward improving literacy and numeracy skills. Lego also opened a number of theme parks during the 1990s including Legoland Windsor in the UK and Legoland California.
The Lego brand's strength lies in its ability to fire the imagination. Playing with Lego encourages children to be creative, to be curious and to challenge themselves. The company also takes quality seriously. In 1946 the Lego Group became the first company to buy a plastic injection-moulding machine, their dedication to quality and innovation continues today. All Lego products are made from the highest quality plastic, although they plan to develop more environmentally sustainable materials in the future as part of their Planet Promise. In terms of sales, the Lego Company is now the third largest toy manufacturer in the world. In 2001 the British Association of Toy retailers named the Lego brick Toy of the Century"."