The World of Building Blocks: A World of Limitless Creativity

Founder：le Kirk Christiansen

A visionary Danish carpenter, the soul of the LEGO brand.

Founded: 1932

He started his legendary journey by opening a small woodworking workshop in Billund, Denmark.

Brand name: LEGO (1934)

Derived from the Danish word "Leg Godt," meaning "have fun," it established the brand's mission.

Early products: wooden toys.

Initially, the company mainly produced classic wooden toys such as rocking horses, building blocks, and toy trains.

Technological Milestone

The Cornerstone of LEGO

1949

Plastic building block transformation

The introduction of the early plastic building blocks, "Automatic Binding Bricks," marked LEGO's transition from wooden toys to plastic toys.

1958

Interlocking structure patent

The patent for the stud-sleeve interlocking structure ensures the high compatibility and stability of the bricks, which has become a key to LEGO's success.

1963

Uses ABS plastic throughout

The entire product line is now made of ABS engineering plastic, a safe, durable, and brightly colored material that ensures product quality and safety.

LEGO

Brand philosophy

Strive for excellence, create happiness.

MISSION

"Only the best is good enough." Striving for excellence is our eternal pursuit of quality.

Core concept: The power of play

We firmly believe that play can stimulate creativity, imagination and learning ability, allowing everyone to grow through building.

LEGO

Classic Theme Series: Satisfying Diverse Interests

City、Technic、Creator、Architecture

Popular IP Collaboration Series: The Charm of Cross-Industry Integration

Star Wars

Collaborating with globally renowned science fiction IPs, they have launched numerous building block sets featuring classic Star Wars vehicles and scenes, which are beloved by Star Wars fans.

Harry Potter

It recreates scenes from the magical world, such as Hogwarts Castle and Diagon Alley, allowing fans to build their own magical kingdom.

Disney

They launched Disney castle and princess series, satisfying fans' yearning for a fairy tale world.

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Immersive experience: LEGOLAND

LEGOLAND Billund Resort · Billund, Denmark

Legoland Global Distribution

Billund, Denmark

Legoland Billund in Denmark, established in 1968, is the world's first Legoland theme park, located at the Lego headquarters. Built from tens of millions of Lego bricks, it features miniature world landscapes, thrilling rides, and 11 themed zones. It's a fairytale-like paradise for children aged 2-12 and their families, a truly creative world of Lego bricks.

Abundant amusement facilities

Thrilling and trendy experiences.

The incredibly realistic scene experience immerses visitors in a fairytale world.

HAPPY LEGO

HAPPY LIFE