Lego has been around, in one form or another, since 1934, when it was created by Ole Kirk Kristiansen, a Danish carpenter and toymaker. The interlocking plastic bricks which we know today were introduced in 1958. In 1959 Lego was introduced to the UK, Belgium and France and the US and Canadian launch took place in 1961.
However, there can be no doubt that it is as a toy that Lego enjoys its greatest success. There are product lines for all ages; younger children can start with Duplo – slightly larger blocks which are easier for small hands to manipulate – before graduating onto the normal, or classic range of Lego building blocks.
The Technic and Mindstorm ranges cater for older children and teenagers – and possibly even adult hobbyists. There are also a number of themed sets available – Pirates, Medieval Knights, Harry Potter. Star Wars etc.
A clue to the enduring appeal of Lego can be found in these themed sets. Normally the first thing a child will do is to build the Lego model as per the instructions. However, it usually doesn't take very long before the kit is disassembled and put together again in a different way. Shortly after that, another remodelling is highly likely, followed by another, and another…
It's the versatility of Lego, and its ability to allow children to express their creativity - dreaming up and constructing their very own combinations and designs - that makes it so very popular. Children can let their imagination run riot and realise their wildest designs in the brightly coloured ABS blocks.
Lego has kept up with the times. In addition to its electronic models it now has its own website, in a number of different languages and it's possible to buy video games which are based on Lego versions of popular films. It has even reversed the trend for feeding off popular children's movies and created videos themed around its own products, most notably the Bionicles range. Apart from feeding the imagination of the children, these videos have, of course, been very effective adverts for Lego.
In addition to the website, the videos and the themed sets based on kid's movies, there are four Lego theme parks, based in Denmark (of course), the USA, the UK and Germany. Kids and adults can have fun, be inspired by fabulous Lego sculptures, drive Lego cars and ride in Lego boats.
However, as much fun as the website, the video games, the videos and DVDs and the theme parks all are, it's the fact that Lego allows kids to express themselves and develop their creativity in an enjoyable manner that means that Lego will be around, in a variety of shapes, forms and colours, for many years to come.
