Lego is still cool.. kinda.
This one article has both impressed and disappointed me. Lego doesn’t have a single factory in China, and instead produced every brick in country of birth - Denmark. What’s less cool is that the majority of their profits now come one off lego kits such as a Star Wars death star.
Lego has increasingly focused on toys that many parents wouldn’t recognize from their own childhood. Hollywood themes are commanding more shelf space, a far cry from the idealistic, purely imagination-oriented play that drove Lego for years and was as much a religion as a business strategy in Billund.
However I loved finding out that Lego have just opened a concept store that runs birthday parties and classes with master builders. A lego birthday party would be awesome.
2 years ago