Lego’s “Rebuild the World”

Once upon a time, in 1932, there was a master carpenter called Ole Kirk Kristiansen who had a small workshop in Billund, Denmark. He was devoted to his work though, business wasn’t great. Every day he survives to the next day.

One day things went even worse so, he dismissed his last worker and closed the workshop. But how was he going to provide for his four sons? Especially now when he lost his wife and his sons’ mother?

Every day the resourceful man, ole had an idea; he began making toys. After all, he had all the wood he needed from the carpentry production and lots of creativity.

Photo by: brand-mediumcom.

The first LEGO toy Ole made was a wooden duck. This happened 88 years ago and pivoting from carpentry to toy making was the first step that set the company up for success.

Because of that, he broke his daily routine as a carpenter and his keen desire for surviving for his family. Also because of the help of his son Godtfred, who starts working with him side by side, sales pick up and the future looks a little less grim. Everything changes when Ole buys a plastic injection-molding machine for toy production, the first machine of this type in Denmark.

Until finally, in 1949, the LEGO factory starts making 200 different plastic and wooden toys, including Automatic Binding Bricks, a forerunner of the LEGO bricks we know today.

Photo by: Brick city

                                   

LEGO is much more than a brick; it is a system built around an idea, with sales picking up around Christmas and plummeting the rest of the year, Godfred felt their LEGO toys were missing something essential.

He realized they were giving kids ready-made toys which were not challenging enough. The toys needed an idea and a system built around them. This way children were able to use their imagination and creativity.

This is the second breakthrough moment in LEGO history. Instead of offering kids ready-made toys, LEGO allows them to build their toys — a much more challenging activity that kept kids engaged for hours.

…. And ever since then LEGO System of Play becomes very successful and the company starts selling it to other countries.

They have a lot more success stories and marketing campaigns, one of the most successful marketing campaigns holds the same name “Lego’s “Rebuild the world”, you can watch that marvelous video below: