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About LEGO

Lego - Plastic toy bricks that we love to play with and hate to step on

Lego (stylized as LEGO) is a line of plastic construction toys that are manufactured by The Lego Group, a privately held company based in Billund, Denmark. The company's flagship product, Lego, is a set of colourful interlocking bricks accompanied by an array of gears, figurines (called minifigures) and various other combinable parts. Lego building blocks have inspired a global subculture that has exploded since their debut in 1949. The brand has grown to inclue movies, games, competitions and multiple Legoland amusement parks. In 1998, the Lego franchise added Lego Mindstorms, which is a hybrid hardware-software platform produced for the development of programmable robots based on Lego building blocks. The Lego Mindstorms Robotics Invention System set is the best-selling Lego set ever, with over 1 million sales globally since its launch. In February 2015, Lego replaced Ferrari as the World's Most Powerful Brand, according to Brand Finance. As of July 2015, over 600 billion Lego parts have been produced, with 20 billion being manufactured per year at approximately 2.3 million pieces per hour. Also in 2015, The Lego Group became the world's largest toy company by revenue, with sales amounting to $2.1 billion (USD), surpassing Mattel which had $1.9 billion in sales at the time.

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The Lego Group's founder, Ole Kirk Christiansen, named his company Lego after the Danish phrase "leg godt," which means "play well." The Lego Group had initially focused on crafting wooden toys but, taking notice of trends at the time, began manufacturing their trademark plastic bricks in 1949. Quality and safety are the top concerns for The Lego Group. To ensure the best and safest products, Lego bricks are made with the highest quality materials. Using premium materials ensures that the product is not only safe but that it is durable enough to hand down from generation to generation.

The Lego brick color palette changes with different themes; however, Lego representatives have confirmed that the basic brick colors (red, yellow, blue, green, black and white) will always remain as staples. Every country has a different best-selling Lego set and as themes are rotated in and out, different ones rise to the top. Over the last 60 years, Town, Space, Castle and Pirates are the evergreen themes that seem to always have a place in the hearts of Lego fans. Lego City is another popular theme around the world, and other global best-sellers include Star Wars, Bionicle, Harry Potter, Disney Princesses and Indiana Jones.

The first Legoland park was built in Lego's home town of Billund, Denmark. This was followed by Legoland Windsor in the UK, Legoland California in the US and Legoland Deutschland in Germany. Each park features large-scale Lego models of famous landmarks and miniature Lego models of famous cities, along with Lego-themed rides. In July 2005, The Lego Group sold their theme parks to the Blackstone subsidiary Merlin Entertainments. Merlin Entertainments then opened the first Legoland water park at the Legoland California site in 2010. In addition, they have opened four new Legoland Discovery Centres, which take the Legoland concept and scale it down to suit a retail park environment. The first Legoland in Japan and second in all of Asia opened in Nagoya in April 2017. The theme park includes several rides as well as a miniature town that includes landmarks such as Tokyo Station, Kiyomizu Temple in Kyoto and Nagoya Castle.

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