LEGO Story

It`s estimated that each year between eighty and ninety million children around the globe are given a box of LEGO, while up to ten million adults buy sets for themselves. Yet LEGO is much more than a dizzying number of plastic bricks that can be put together and combined in countless ways. LEGO is also a vision of the significance of what play can mean for humanity. This book tells the extraordinary story of a global company and a Danish family who for ninety years have defended children`s right to play--and who believe grown-ups, too, should make the time to nurture their inner child. The LEGO Story is built on Jens Andersen`s unique access to LEGO`s own archives, as well as on Andersen`s extensive conversations with Kjeld Kirk Kristiansen, former president and CEO of the LEGO group and grandson of its founder, Ole Kirk Christiansen. A riveting cultural history of changing generations` views of childhood and the importance of play, The LEGO Story also a fascinating case study of how innovation and creativity helped leaders transform LEGO from a small carpentry business into the world`s largest producer of play materials and one of the most beloved brands in the world. Richly illustrated with never-before-seen photos from the family`s private archive, this is the ultimate book for fans of LEGO, revealing everything you ever wanted to know about the brand.