Alien, Rover, Energy Crystal: Lego’s obsession with details has been engrossing and counting fans for 92 years

When you open a LEGO set, you can feel the overwhelming and exciting parts equal. With numerous bricks and small details caught in each element in the box, the enthusiasm for building brick castles, rocket ships, city skylines and more attracted children for 92 years.

Few companies have ever been able to replicate Lego’s success. The toy ranges from adult enthusiasts to reconnect with their favorite toys to the next generation.

The humble beginnings of 1932 were merely carpenter’s passion projects, so LEGO toys became an integral part of childhood. Give the topic a name. There are sets including architecture, anime, racing, jazz music and more.

Over the decades, it is very likely that LEGO has been replaced by more addictive and attractive electronic gadgets. But that wasn’t the case. Speaking of which, things didn’t get better for a Danish company owned by a family. Reported record results in 2024 12% sales Growth against a 1% decline in the toy market.

So, does Lego’s secret sauce keep children (and, more recently, adults) hooked on colorful bricks?

luck Let’s take an exclusive look at the behind the scenes of LEGO product development and behind the secret behind the iconic brand.

One of LEGO’s long-standing themes, one of the spaces makes its approach unique and showcases what can help you withstand time testing. Space was one of the company’s three official categories that developed toys dating back to the 1970s (the “castles” and “city” were the others). It was intended to represent the mystery of the future, as the castle did in the past. The popularity of spaces with children has endured for years as it captured it A child’s imagination As an area of ​​endless opportunities.

“Lego Building is a passion in itself,” said Julia Goldin, LEGO’s Chief Product and Marketing Officer. luck In an interview last year.

Hearing children’s stories for children

Lego early realized that there was no proxy for children to understand what they wanted, even when they heard directly from them. Goldin said the company made this intentional decision about 10 years ago, which helped change the way the company pursues toy making.

“What makes the LEGO set unique is first and foremost, it’s really understanding the audience,” Goldin said. “Apart from understanding what’s interesting to them, what is the correct dynamics of experience?”

The quality of Lego bricks is another factor that highlights it, as sets can be passed from one generation to the next. Unlike Mindless Games, parents believe that children can get something good from Lego toys, whether it’s engineering ability or using creativity.

“When parents buy LEGOs for their kids, I think they’ll help them build their brains,” Tutt said. luck. “They (LEGO) try to develop products for everyone and everyone.”

Turn your ideas into reality

As a long-time toy maker, LEGO has developed oiled machines that will help you constantly generate new ideas. The company holds a “boost week” once a year. Usually, we think of it as a quick brainstorming session related to startups that spur new concepts. Designers come up with fresh ideas, tackle existing ideas, and give them creative freedom outside of their daily schedules. There is no checklist of what needs to be achieved, but the goal is to see what can be transformed into a potential Lego set, said Daniel Meehan, one of the brick company’s creative leads.

The next step is to find out what storytelling elements are, like Lego astronauts and purple collectible crystals, and understand how the model is “decoding” such as making them easy to play.

In addition to milking ideas from the company’s designated toy developer, the company hears directly from viewers.

“We’re extensively testing with our kids,” Meehan said.

The company brings kids all over the world, from Germany to China, to see what they want more. That process has produced one of the key elements seen in today’s Lego space-themed sets, said Meehan, who spearheads the company’s recent space campaign.

In one of the “DIY tests” in that space, one of the children flew around a wheeled vehicle, gathering aliens along the way. Both were not part of the design of the first set.

“We are very practical and adults. But in the eyes of a child it was the perfect space flying car. But there was one frustration. He (the child) said he needed more aliens.

Aliens have been added to the LEGO set. Lego Space Stationadd more layers to what would otherwise be a simple set, and mark common threads that tie the sets together from other categories. For example, LEGO Aliens are also available in the Space Science Lab and the Rover Set. Little Green Creatures were intentionally designed to be similar as clues for the LEGO Builder, Meehan said luck.

Lego quality and complexity can be achieved Make the product expensive– It may be more expensive than the latest iPhone. That applies especially to products drawn from the market, making them unusual. The novelty of its products makes them a collector’s dream $100,000 Robbery In the US, the company offers sets across different price ranges, so no one feels that they are taking on the price. That most simplified product is possible It costs a single digitas that 7,500 pieces Millennium Falcon The set can cost around $960.

For the love of details

Certainly, care for LEGO quality and detail is not a new phenomenon. Ole Kirk Kristiansen, the founder of the company, strictly absorbed it To his sonI used to use two instead of three paints to speed up my order and was responsibly responsibly.

The company’s preference for details applies not only to the creation of space and toy development processes, but also to its business. Goldin, for example, will span a meeting to explore the company’s current performance while discussing the pipeline for the next few years.    

Much of the Danish company’s legacy as a toy maker is related to how play is accessible at age group, interest and experience levels. According to Meehan, the universe theme is aimed at three different audiences. Enthusiasts interested in learning about the field. And others who are generally drawn to all spaces, including the artistic side.

“Another strength they have is that they appeal to young children and teenagers and adults with complex work. So they’ll grow up with you,” Tutt said.

The granular approach also applies to how Lego priced products and designs are made, setting the market for up-and-coming Adult Fanbasemake sure you have toys for everyone. But there’s one thing for sure. Regardless of your motivation, the company will not dial down the details as it will give the Lego toys a character.

Goldin says he “really noticed” the small elements it adds because LEGO fans “produce a lot of excitement.”

“It’s so immersive, it’s more than a toy,” she said.

This story version was originally released Fortune.com August 25, 2024.

This story was originally introduced Fortune.com