Origin of Lego
Few know, but Lego is Danish and emerged in the early 1930s during the Great Depression – considered the biggest financial crisis in the history of the United States, which affected a large part of the world.
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At the time, carpenter Ole Kirk Kristiansen needed to reinvent himself to adapt to times of crisis. Together with his 12-year-old son Godtfred, he began producing wooden toys recommended only for children. They were made one by one.
The name “Lego” came from the combination of the words “leg godt”, which in Danish means “to play well”.
Plastic in production
It was only in 1946 that Kristiansen started producing plastic toys. The post-World War II period allowed businesspeople to invest in more technology.
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In 1958, the businessman and his son developed the first plug-in pin and tube blocks. Nobody imagined that this idea would turn out so well.
Lego's first steps
In the first six decades, it was not possible to predict that those little Lego pieces would gain a special place in the best memories of both children and adults.
To develop any new product, Godtfred – after taking over management of the company – had a basic rule that the pieces should stimulate the imagination, creativity and development of children.
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Until then, production was dedicated to simple toys, used by any child.
Market change
With the arrival of computers and electronic games during the 1990s, the company saw its success threatened by the new scenario. That's when the idea of manufacturing other products with the famous snap-on piece came up, such as jewelry, clothes and pre-assembled pieces that moved away from the original idea of just being a toy.
In 1998, the company recorded its first loss – but the situation worsened in 2003, when Lego came to the brink of bankruptcy, with a deficit of almost US$238 million.
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Salvation came when the brand started producing licensed pieces, inspired by films such as Star Wars and Harry Potter. Adult fans purchased almost all of the products. They now represent 70% of Lego's clientele.
And, let's face it: who doesn't like going back to childhood? 😉
