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For the company, see The Lego Group. For the Italian newspaper, see Leggo. The Lego Group, a privately held company based in Billund, Denmark. The Lego Group began manufacturing the interlocking toy bricks in 1949. Movies, games, competitions and eight Legoland amusement parks have been developed under the brand. Billund, Denmark, who began making wooden toys in 1932. In 1947, Lego expanded to begin producing plastic toys.
By 1954, Christiansen’s son, Godtfred, had become the junior managing director of the Lego Group. It was his conversation with an overseas buyer that led to the idea of a toy system. The Lego Group’s Duplo product line was introduced in 1969 and is a range of simple blocks whose lengths measure twice the width, height, and depth of standard Lego blocks and are aimed towards younger children. In 1978, Lego produced the first minifigures, which have since become a staple in most sets. 1:1 scale model of an X-wing fighter. In February 2015, marketing consulting company Brand Finance ranked Lego as the “world’s most powerful brand”, overtaking Ferrari. Lego’s popularity is demonstrated by its wide representation and usage in many forms of cultural works, including books, films and art work.
It has even been used in the classroom as a teaching tool. In the US, Lego Education North America is a joint venture between Pitsco, Inc. In 1998, Lego bricks were one of the original inductees into the National Toy Hall of Fame at The Strong in Rochester, New York. Lego bricks are commonly called “legos”, but this is discouraged by the company. Lego pieces of all varieties constitute a universal system. Despite variation in the design and the purposes of individual pieces over the years, each piece remains compatible in some way with existing pieces. Lego bricks from 1958 still interlock with those made in the current time, and Lego sets for young children are compatible with those made for teenagers.
Each Lego piece must be manufactured to an exacting degree of precision. When two pieces are engaged they must fit firmly, yet be easily disassembled. The machines that manufacture Lego bricks have tolerances as small as 10 micrometres. Primary concept and development work takes place at the Billund headquarters, where the company employs approximately 120 designers.
The company also has smaller design offices in the UK, Spain, Germany, and Japan which are tasked with developing products aimed specifically at these markets. The average development period for a new product is around twelve months, split into three stages. Lego Digital Designer is an official piece of Lego software for Mac OS X and Windows which allows users to create their own digital Lego designs. Manufacturing of Lego bricks occurs at several locations around the world.
