The Lego Story

- Blurb -

The extraordinary inside story of LEGO, based on unprecedented access to the company' s archives and rare interviews with the founding family that still owns the company"This book tells the story of how my family built the LEGO brand. " -Kjeld Kirk Kristiansen, former President/CEO of the LEGO Group and 3rd generation ownerIt' 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.