Ole Kirk Christiansen, who started his business in Billund in Denmark in 1932, manufactured wooden toys and furniture. His business was not very profitable and he struggled throughout the early 1930s. However, in 1934, he shifted his focus on building toys — and changed the name of his company to LEGO which is a contraction from the Danish words „leg godt“ (play well).

The company grew into other Nordic countries in the 1960s. The company came up with a smaller model, perfect for small hands. It was named DUPLO (after the Latin word duplex, which means two-fold). This allowed young children to create more detailed models.

In the 1970s, Lego began to incorporate new features that made its products stand out from the competitors. For example, they added an array of faces to their miniature figures. This made the minifigures more realistic and capable of conveying various emotions and facial expressions. The Lego Group also added wheels to its bricks, which opened the possibility of making vehicles and other machines that move.

The next step was to introduce themes – systems within systems which allowed users to create a specific environment or a specific situation. This helped the company make its brand more well-known and helped them appeal to an increasingly younger audience. The company also increased production by opening factories in South Korea and Malaysia.

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