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How LEGO Creates a Lasting Legacy
On a recent visit to Toys "R" Us at VivoCity with my kid, I observed that there are more and more interlocking brick toys filling the shelves these days. Inspired no doubt by LEGO, brands like Mega Bloks, Coko and Tyco Toys are now emulating the same success strategy employed by the 80 year old Danish company, albeit charging a lower price for their bricks. While competitors are nipping on LEGO's heels with the expiry of their patents, the Danish toy giant is still leading the pack. In the last few years, it reinvented itself again and again to remain relevant in the age of video, computer and handheld games. LEGO has not only survived but thrived, selling its much loved hard plastic bricks that fuel the imagination of boys (and increasingly girls) of all ages around the world. According to LEGO's website, the name 'LEGO' is an abbreviation of the two Danish words "leg godt", meaning "play well". The LEGO Group was founded in 1932 by Ole Kirk Kristiansen and is currently headed by the rather youthful 4
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