Successful enterprise legend of Lego building block toys

The inventor of Lego bricks is Ole. Quiok, he was born in Goff Village 189 1 in Fils near Bilong. He has superb carpentry skills. When he was young, he was keen on making all kinds of small toys. Small planes, cars and animals from his hands are lifelike. Although he doesn't know how to do business and his toys are often unsalable, it doesn't make him give up his hobby.

Finally, his mosaic toy "Yue Yue" was deeply loved by local children and eventually grew into a huge Lego family. Nowadays, Lego plastic building blocks have more than 1300 shapes, and each shape has 12 colors. Through various splicing combinations, countless shapes can be built, and even models of everything can be simulated.

Before the invention of plastics, Lego bricks were always made of wood, and the production technology greatly limited its output and market. It was not until 1949 that the first plastic Lego block appeared. Although the plastic technology at that time was still very backward, and it was difficult to obtain raw materials and rolling molds, Ole keenly judged that this was an opportunity to sell his toys all over the world. Therefore, he ignored the advice of his sons and invested in a high-value injection molding machine. Subsequently, the high production efficiency of plastic products made Lego bricks quickly popular in Europe and America.

In the long process of development, Lego has developed Lego toys of different specifications for children of all ages. For example, the building blocks specially designed for babies aged 3-5 months are 8 times as large as normal building blocks, which can prevent babies from eating by mistake. And various theme series. At present, Lego has a huge market share in 120 countries. It is estimated that more than 300 million children own Lego toys, and the total time for children to play with tall building blocks is about 5 billion hours every year.

Lego will definitely not be satisfied with children's enlightenment toys. Since 1980s, it has extended its production line to the field of education. In addition, an independent department has been set up to design Lego for kindergartens and primary schools. Now this department has become the three most important groups of Lego together with the space group and the castle group.

After experiencing the wood age and the plastic age, Lego will inevitably meet the challenges brought by the computer age. Nowadays, children are less and less sitting on the ground playing with building blocks, but more sitting in front of the computer playing with the mouse and keyboard. In order to cope with the development of the new era, Lego also began to develop PC games, but when it comes to Lego, simple gadgets and ever-changing world, people still think of it first.

Adult fairy tales

The rich changes of Lego have brought so many things to people that too many people have brought their childhood feelings for Lego bricks to adults, making this toy already beyond the scope of toys. It is not only a beautiful memory of childhood, but also a beautiful fairy tale in the adult world.

Every child who has played Lego has had the idea that my Lego will never be enough. If there are enough Lego toys, I will use them to build a house or a plane for myself. With this in mind, these children grow up and then start buying Lego toys for their unfinished childhood dreams.

Of course, Lego itself realizes that its toys are no longer a trick to enlighten children. Therefore, although the product is still the product of the year, the advertisement already has an adult version.

In 2008, Lego cooperated with famous architect FrankLloydWright to develop a set of Lego Architecture series specially designed for architects.

In Lego's ambitious plan, they hope that future architects, engineers, designers and architectural fans can build world-famous buildings by themselves with Lego bricks, and they can also give full play to their design inspiration to build their favorite buildings.

Not long ago, James, the host of the famous car show "TopGear" on BBC TV. James may realized his childhood dream with Lego bricks-building a house with Lego bricks.

With the help of 1000 volunteers, James built a 1: 1 building block house with 3.3 million pieces of Legos. This 6-meter-high two-story building was built in full proportion, with available toilets and bathrooms. Now it is located in Denby Wine Estate in Surrey.

There are not a few crazy people like James. There was once a German, male.

Hawking built a model of the American Nimitz nuclear-powered aircraft carrier Truman with more than 300,000 Legos. This model touched the captain of Truman and invited the Germans to be a real Truman.

Other brands have taken a fancy to Lego's influence in the adult world. ELECOM, a Japanese computer peripheral manufacturer, launched a series of earplugs with Lego as the design concept this year.

Adults are fascinated by those building blocks, perhaps not because they can kill time when building models, but because building a beautiful work can make people feel satisfied with success. It can also be said that this is a memory of childhood, and even a tribute to a dream that has long gone away. Perhaps this also reflects the needs of the whole society.

palace of art

For children, toys are toys. No matter how the building blocks are inserted into their hands, they will develop their curiosity and imagination. Children have no concept of art in their unconscious mind. The success of Lego toys is that they can grow up with many children. Until adulthood, these people still play with the lovely building blocks of childhood, making them fairy tales in adults' hearts and interesting works of art in some people's eyes.

These Lego fans build all kinds of ideal things with Lego bricks. Unlike many artists who pick up brushes to make sculptures, Lego artists use many bricks of different sizes. In their eyes, this little thing can create many strange and abstract art worlds.

NathanSawaya, a 33-year-old artist from new york, USA, is currently holding a unique Lego building block art exhibition in the United States. The theme of the exhibition is "The Art of Bricks". This is the only exhibition in the world that uses Lego bricks as creative media. He exhibited many complicated works, including people, trees, mazes, pencils and animals in various states.

In the exhibition, NathanSawaya always leaves an area for visitors to build their own Lego, because everyone will have a Lego world, or everyone wants to have their own ideal world and recreate or copy another life.

Performance art is also accepted by many people and integrated into people's daily life. T-shirts are used by many designers and artists to make various items and create design works or artistic works. Lego also played performance art on the T-shirt this time. The T-shirts they make have all the exaggeration and vitality necessary for performance art. In fact, the whole T-shirt is composed of a black plug-in bottom plate common in Lego combination toys and an ordinary black T-shirt, so you can use Lego bricks on it to give full play to your imagination. If you have enough patience, a Lego mural is not difficult.

When NathanSawaya's Lego artworks are completely displayed to the audience in a static way and T-shirts are introduced in a performance art way, Lego bricks can become dynamic image works such as movie animation, which should also be the biggest expectation of Lego fans of all ages.

This summer, Warner Pictures announced that it would shoot a movie with the theme of Lego bricks. This is a true adventure story set in Lego world, including Dan and Kevin. Two brothers, Haagman, wrote a script for the film. Many directors once wanted to film with Lego, but Lego overturned most of them in order to protect the brand value. But this time, Lego agrees with the core values of Haagman Brothers and hopes to embody these values in the film, especially the theme of "full of fun and creativity, so that imagination has no boundaries", which coincides with the brand connotation of Lego.

This kind of plot setting always reminds us of the movie screen of Transformers. What kind of picture do you think of? If you can't guess, just wait, maybe it will be a surprise. As for the release time and plot, as well as the trailer that fans and Lego fans are crazy about, we must look forward to it. Film is a comprehensive art, and its light and shadow, space, scene and dynamic elements need to be carefully designed. Different from pure art and performance art, it is a commercial art that can win the box office. When Lego toys become movies, it can completely enhance brand awareness and create higher toy sales.

It can be seen that the development of Lego toy brand, when it is accepted by artists and creates various wonderful works of art, proves that the promotion of its brand value is not limited to the market demand of commercial toys, but to meet people's spiritual needs and perceptual consumption, and the demand for soothing people's hearts has exceeded the product function.

When Lego fans become Lego artists, the promotion of Lego brand is far from the product function. What Lego brand should do from perceptual concept to product design should be faster than the artist's footsteps.

Toy success legend building blocks