Anyone who has ever heard of LEGO® immediately thinks of the popular building blocks. However, not everyone knows that behind this successful toy is a century-long history filled with innovation, perseverance, and overcoming crises. LEGO’s legacy goes far beyond blocks—it includes a wide range of valuable products and strategic moves that have made it a global powerhouse. Let’s dive into the remarkable story of LEGO, a tale of creativity, crisis, and an unwavering commitment to quality and play.
The Humble Beginnings of LEGO in 1916
The LEGO story begins in 1916 when Danish master carpenter Ole Kirk Christiansen opened a workshop in Billund, Denmark. Originally, the workshop focused on building houses and furniture for local farmers. However, after a devastating fire destroyed the workshop in 1924—caused accidentally by two of his young sons—Ole Kirk saw the opportunity to rebuild a larger and better workshop. Shortly after, the Great Depression hit, leading him to seek ways to cut production costs. This sparked his shift to producing miniature versions of his designs, which ultimately inspired him to create wooden toys.
At the time, many families were too poor to afford such toys, so Ole Kirk continued producing furniture alongside toys to keep his business afloat.
The Early 1930s: The Yo-Yo Craze and a New Direction
In the mid-1930s, the global yo-yo craze provided a brief resurgence in business for Ole Kirk. Yet, when the trend died down, he once again turned a setback into an opportunity by repurposing leftover yo-yo parts as wheels for toy trucks. Around this time, his son Godtfred joined the workshop and became increasingly involved in the company.
It was in 1934 that the now-famous name “LEGO” was coined. Derived from the Danish phrase leg godt, meaning “play well,” it reflected the company’s commitment to creating quality toys that inspire creativity. By the late 1940s, with the rise of plastic, LEGO began producing plastic toys, including a truck that could be assembled and disassembled.
The Introduction of Plastic Bricks and the Challenges that Followed
In 1947, LEGO father and son duo, Ole and Godtfred, were introduced to plastic interlocking bricks produced by the British company Kiddicraft. Although LEGO didn’t invent these bricks, they saw their potential and began experimenting with their own designs. In 1949, LEGO released the first version of its now-iconic bricks, called “Automatic Binding Bricks.” However, success didn’t come immediately. Plastic toys were not popular with consumers at the time, and the original bricks had issues with fitting together securely.
1958: The Year LEGO Changed Forever
In 1954, Godtfred became the junior managing director of LEGO and worked to solve the fit and versatility issues with the blocks. His solution, introduced in 1958, was to add hollow tubes inside the bricks, allowing for better stability and creative possibilities. This innovation marked the birth of the modern LEGO brick. That same year, Ole Kirk Christiansen passed away, and Godtfred took full control of the company, setting the stage for massive expansion.
Under Godtfred’s leadership, LEGO grew exponentially, and new divisions were established to explore future product ideas, like the “Futura” division, which was dedicated to designing new sets.
A Fire, Innovation, and the Creation of LEGO’s Identity
In 1960, another fire struck LEGO, this time destroying most of the company’s wooden toy inventory. Rather than give up, LEGO shifted its focus entirely to plastic toys, which led to new innovations. The introduction of wheels allowed LEGO to produce toy vehicles, and a new, more durable plastic, ABS (Acrylonitrile Butadiene Styrene), replaced the previous material. ABS plastic was non-toxic and less prone to deformation and discoloration, ensuring that even LEGO bricks made decades ago are still compatible with today’s bricks—a key factor in LEGO’s long-lasting appeal.
In 1968, LEGO took a bold step beyond toys by opening Legoland, a theme park in Billund dedicated to showcasing LEGO models and inspiring creativity. A year later, the LEGO Duplo line was introduced, featuring larger blocks for younger children that could be combined with standard LEGO bricks.
The Evolution of the LEGO Logo: A Reflection of Growth and Innovation
The LEGO logo has undergone significant changes over the years, reflecting the company’s journey from a small Danish workshop to a global brand. Each logo design encapsulates key moments in LEGO’s history, adapting to new product lines, markets, and the overall growth of the company.
1934 – 1946: The Early Years
The first LEGO logo appeared in 1934, when Ole Kirk Christiansen was still producing wooden toys. It was a simple black italic font, reflecting the minimalist style of the time. The brand name was displayed without the colorful, playful elements that would later define LEGO’s identity.
1946 – 1950: Introducing Color
As LEGO transitioned into producing plastic toys, the logo also evolved. The design became more vibrant, featuring yellow and red hues, which aligned with the colorful bricks the company would soon produce. This change helped LEGO establish a visual identity that aligned with its growing reputation for innovation.
1950 – 1960: Standardizing the Brand
During the 1950s, LEGO refined its logo further by introducing an oval shape with a red background and bold white letters. The design highlighted the strength and versatility of LEGO bricks, and this oval form became more standardized across products, marking LEGO’s transition to a more cohesive brand identity.
1960 – 1998: Global Expansion
As LEGO expanded internationally, especially in the United States, the company needed a logo that would work on a global scale. The rectangular shape with the bright red background, and the familiar white and yellow font, became the hallmark of LEGO’s identity from 1973 onward. It communicated fun, creativity, and timelessness.
1998 – Present: Refining the Icon
In 1998, LEGO made slight adjustments to its logo, elongating the letters and tightening the spacing to give it a more modern feel. This version remains in use today and is one of the most recognizable logos in the world. It reflects LEGO’s commitment to innovation while maintaining its core identity as a beloved toy company.
The evolution of the LEGO logo is not just a design change—it represents the company’s adaptation to new technologies, consumer expectations, and markets over the decades. From humble beginnings to becoming a global icon, each iteration of the logo has played a part in shaping LEGO’s visual identity.
Expansion and New Innovations in the 1970s
The 1970s were a period of rapid growth for LEGO. The company expanded its workforce and sales volume, while Kjeld Kirk Kristiansen, Godtfred’s son, joined the business. Kjeld, who had a background in business and education, spearheaded the creation of a research and development department that ensured LEGO’s manufacturing methods and materials stayed up to date.
During this time, LEGO began creating products that catered to specific market segments, including sets designed for girls (1971), transportation-themed sets (1972), and more complex sets for advanced builders (1975). By 1977, the LEGO Technic line was born, bringing mechanical elements to LEGO building for older children and teens.
LEGO’s Expansion into STEAM, Films, Games, and Collectible Sets
As LEGO continued to evolve, the company ventured into new territories, expanding its offerings into education, entertainment, and premium sets for collectors. One major area of growth has been LEGO’s integration into STEAM (Science, Technology, Engineering, Arts, and Mathematics) education. Through products like LEGO Education SPIKE and LEGO Mindstorms, the company has empowered students to learn robotics, programming, and engineering skills in a playful and engaging way. These tools have become invaluable in schools worldwide, encouraging the next generation of innovators.
The company’s LEGO Serious Play (LSP) method, another breakthrough, has found its way into the corporate world. LSP uses LEGO bricks as a creative problem-solving tool for teams, fostering innovation, collaboration, and strategic thinking in business environments. It is now widely used in workshops and trainings globally.
In the entertainment world, LEGO has made a major impact with Hollywood films like The LEGO Movie, which delighted audiences and showcased LEGO’s storytelling potential. Alongside movies, LEGO has developed a popular line of video games, including LEGO Star Wars, LEGO Marvel, and LEGO Harry Potter, which have become family favorites across gaming consoles.
In addition to films and games, LEGO has produced premium collectible sets that cater to adult fans of LEGO (AFOLs). Sets inspired by popular franchises, such as the Millennium Falcon from Star Wars and the Hogwarts Castle from Harry Potter, are highly sought after. Furthermore, the LEGO Technic line has released intricate car models like the Bugatti Chiron and Porsche 911 GT3 RS, offering a complex and rewarding building experience for enthusiasts.
My LEGO Experience with My Children
As a personal fan of LEGO, I’ve always been passionate about the LEGO Serious Play method. In fact, I’ve read books on the subject and have even considered pursuing certification in this area. Recently, I’ve also become fascinated by LEGO’s STEAM robots, which offer an incredible way to combine fun with learning, especially in the fields of programming and engineering.
My eldest son, on the other hand, is more into the world of PlayStation LEGO games. We often bond over playing games like LEGO Marvel, LEGO Star Wars, and LEGO Harry Potter. It’s such a rewarding experience to spend quality time together in these immersive virtual worlds, building and exploring through LEGO-themed adventures.
Meanwhile, my younger son prefers the classic LEGO building blocks. He especially enjoys the LEGO Ninjago sets. The ability to create and recreate with these timeless bricks keeps him entertained for hours, and I love watching his creativity flourish as he builds his own Ninjago-inspired stories.
LEGO Today and the Future: Sustainability and Innovation
As LEGO approaches its 100th anniversary in 2032, the company continues to lead in innovation. It remains committed to sustainability, with the goal of becoming fully sustainable by 2030. LEGO has made strides in developing eco-friendly materials for its bricks and packaging, without sacrificing the quality and durability that have defined the brand.
From theme parks like Legoland, to educational robotics kits, Hollywood blockbusters, and exclusive collectible sets, LEGO has solidified its place as a global icon of creativity, learning, and play. The company’s ability to evolve and engage both children and adults alike ensures that LEGO will remain a beloved brand for generations to come.
