Stories & Fun Facts
When talking about LEGO bricks, we’re talking about a universe that has captured the hearts of millions of children and adults worldwide.
A success born in a small workshop in Denmark and grown through the determination of a family that turned a simple idea into a global empire of creative play. But behind these small, colorful bricks lies a story of challenging turns, generational conflicts, and great insights.
Kjeld Kirk Kristiansen: The Heir Who Wanted to Change Everything
Kjeld Kirk Kristiansen, grandson of founder Ole Kirk Christiansen and son of Godtfred Kirk Christiansen, was the third generation to lead the company.
With a degree in economics and a passion for marketing, he was the one who realized that the company’s future could no longer rely solely on classic bricks but had to open up to new product lines and a broader audience.
In 1978, he introduced a true revolution with the launch of 53 new sets and 124 new elements. This gave birth to the Fabuland series, aimed at younger children, Scala, designed for role-playing and fashion, and especially Space, one of the most iconic lines ever. These innovations led the company to triple its revenue between 1979 and 1983.
Behind the Scenes: Different Visions and a Difficult Legacy
Godtfred Kirk Christiansen, Kjeld’s father, was the man who took LEGO beyond Danish borders, transforming it into an international brand. Visionary, yet deeply rooted in tradition, he feared the company would lose its family soul in the name of profit. For him, LEGO had to remain true to the simplicity of the bricks, without succumbing to the temptation to diversify too much.
The relationship between Kjeld and Godtfred was anything but simple. The two often clashed over how the company should evolve. Kjeld wanted to innovate, introduce new lines, push marketing, and expand globally. Godtfred, on the other hand, saw all this as a risk to the philosophy that had made LEGO great: simplicity, quality, and family values.
Caught between them was Vagn Holck Andersen, the CEO at the time, who found himself mediating between two fires.
In the end, Andersen decided to leave, convinced that only then could father and son finally confront each other directly.
With Andersen’s departure in 1983, Kjeld took over the company, marking the beginning of a new phase.
His ideas quickly found great success and led LEGO to strengthen its position as a world leader in the construction toy sector.
LEGO Bricks: A Product That Unites Generations
One of the secrets to the success of LEGO bricks is their extraordinary durability. Pieces produced in the 1960s are still perfectly compatible with today’s. It’s no coincidence that about 27% of children play with bricks inherited from their parents. And, surprisingly, parents who pass this passion on to their children end up buying even more sets, a sign of a bond that renews from generation to generation.
Godtfred said it back in 1959: “Children are relentless critics. You’ll never force them to play with a toy they don’t like.”
And LEGO bricks have proven to be exactly the kind of toy that continues to spontaneously capture the interest and enthusiasm of the little ones (and not only).
From Physical to Digital, Without Forgetting the Bricks
With the advent of digital, LEGO has managed to reinvent itself without ever losing sight of its core: the physical bricks. The challenge was to translate the building experience into a virtual environment, while maintaining the values of creativity and learning. That’s why the company chose never to abandon the physical product but to complement it with video games, animated series, and successful movies.
Today, LEGO is a global giant that continues to grow relentlessly. The credit also goes to its ability to reinterpret its values over time, staying true to the core idea: helping children build their own world, one brick at a time.
