Billund, Denmark – LEGO is a name recognized around the world. Its colorful blocks have sparked creativity and joy in children for generations. Hidden from the public eye is a special museum, accessible only to LEGO employees, where the history of these beloved toys is preserved. CBS News recently gained exclusive access to this secret museum, showcasing how LEGO has transformed over the decades.
The museum is located near the original home of LEGO’s founder, Ole Kirk Kristiansen. The name LEGO stems from the Danish phrase “leg godt,” meaning “play well.” Inside, you’ll find some of the earliest LEGO bricks dating back to the 1950s, including a small town model that set the foundation for future creations.
LEGO’s iconic system, where every brick connects regardless of age, was introduced in 1955 with that first play town. Since then, builds have expanded from simple villages to awe-inspiring structures. Among the museum’s treasures is a vintage castle with a working drawbridge, illustrating how LEGO designs have evolved while still maintaining functionality.
Visitors can also see intricate models of famous landmarks like the Eiffel Tower and unique LEGO flower bouquets. Many children today recognize Ninjago, a vibrant series that inspires countless LEGO sets and characters.
In addition to the museum, LEGO House—an impressive space spanning nearly 130,000 square feet—showcases around 25 million LEGO bricks. This includes the “Tree of Creativity,” the largest LEGO structure in the world, standing about 50 feet tall. Each branch is richly detailed, captivating visitors of all ages.
Creating these fascinating models is no small feat. André Doxey, LEGO Group’s American Head of Design, explained that there are about 700 designers at LEGO, focusing on creativity over technical skill. “You just have to be brave, creative, and curious,” Doxey said. This approach helps maintain LEGO’s popularity, as it encourages imagination and innovation in play.
LEGO is not just for kids—it’s embraced by adults, too. Known as AFOLs (Adult Fans of LEGO), this audience represents a growing market. Milan Madge, a Design Master at LEGO, recognizes that while more complex sets attract adults, children remain the primary inspiration. He emphasizes the importance of hands-on creativity, where building with bricks fosters a deeper connection to the creative process.
Building with LEGO also brings families and friends together, creating lasting memories. Doxey captured this sentiment, noting, “Everyone knows that sound” when shaking a box of bricks. It’s a sound that resonates with people of all ages.
Despite its beloved status, LEGO faces significant challenges, especially regarding sustainability. The company’s primary material is plastic, which is derived from fossil fuels. Producing a ton of LEGO requires about two tons of petrochemicals. With LEGO creating approximately 60 billion bricks annually, the environmental impact is noteworthy.
In 2023, LEGO paused its “bottles to bricks” initiative after discovering that the new materials would actually increase emissions. The company has explored over 600 alternative materials, searching for sustainable options that meet their quality and safety standards. Although they aim for 60% of materials to come from sustainable sources by the end of the year, they still face hurdles.
LEGO’s journey is ongoing as the company seeks to balance creativity with responsibility. The essence of LEGO—play, imagination, and building together—remains firmly intact, proving it’s much more than just plastic bricks.
Through all these challenges and innovations, LEGO continues to be a cherished staple of childhood, inviting people to build and dream, one brick at a time.
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