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Starting with A Small Plastic Piece, The Effect of One Ever-lasting Brand

Recently, I played with my 3-year-old niece with a toy that I even had growing up, and it’s as great as it’s ever been. I remember when I started playing with the toy when I was closer to 8 or 10 years old. So to watch my niece play with it at such a young age was fascinating. This toy has been around for ages. It's got a strong following with collectors, movie goers, theme park visitors, and more. That toy? Legos.

I want to take a moment and appreciate Legos. The company, The Lego Group, started manufacturing the plastic toys back in 1949. The company and its original form as wooden toys started in 1932 by Ole Kirk Christiansen. Per Brand Finance, Legos is the most powerful brand in the world today.

These simple interconnecting blocks and mini-figurines captivated my niece. I, in turn, was captivated watching her play with them. Here’s what I noticed:
  • Builds observant and analytical skills. My niece studied a flash card of a model dog to assemble. Perhaps I’m not giving her or young kids enough credit. But yet, it was amazing to watch her study the picture and search for the right pieces. She observed the shape, color, how they fit together, etc.
  • Cultivates creativity. My niece also assembled several ice cream cones stacked with various “flavors” and toppings. She was experimenting with different color schemes while role-playing an ice cream vendor. It was fun.
  • Motivated persistence. I wasn’t sure how my niece would react when the pieces didn’t quite fit together the first time. In fact, I was ready to jump in when they didn’t fit together immediately. I didn't. Instead, she would pull the pieces away, observe the alignment, then try again. She would fidget with the pieces till they lined up perfectly and fit together.
  • Encourages bigger, more fascinating dreams. Lego pieces are, for the most part, simple and small. My niece knows she can assemble these small pieces and build something fascinating.
Few brands come to mind with such a powerful, meaningful effect on people from an early age. It’s amazing to see how Legos continue to evolve. They not only stay relevant, but they stay at the top of today’s culture.

That’s the dream, right? To build something so great and so influencing that impacts so many for so long…

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