Christiansen’s son, Godtfred, recognised this flaw after he assumed the position of junior managing director, and by 1958, the modern ABS brick came into being. To reinforce this focus on quality, Christiansen devised a simple motto: ‘only the best is good enough.’ However, despite their exceptional quality, the original design lacked versatility, limiting their creative potential. The LEGO brick was (and continues to be) made through a process of injection moulding, which ensured that each item off the production line adhered to the company’s high standards. Though Christiansen was a carpenter and therefore someone who specialised in wood-crafted items, the company made the decision to start using plastic in 1947 (a decision that was perceived as unsustainable because of the dramatic departure from established materials), and two years later, the famous bricks were created, given the name ‘Automatic Binding Bricks.’ These bricks are synonymous with the brand, but they are not, in fact, the first of their kind the credit for that innovation belongs to Kiddicraft, whose ‘Self-Locking Bricks’ directly influenced the design of their Danish competitor. His small business venture eventually expanded into what we know as LEGO, which is a spin on the Danish phrase leg godt. It was invented by Ole Kirk Christiansen, a humble carpenter from Billund, Denmark, who began creating wooden toys in 1932. Known for their signature brick, The LEGO Group is a company that manufactures construction toys. Featuring a variety of figures and Minifigures, these officially licensed products encompass dozens of themes and franchises: Star Wars, Technic, Harry Potter, Friends, City, and more. Start your brick-building journey with Zavvi UK’s wide range of LEGO sets for adults and kids.
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