Citations › Citation ID: 39

C39. BOOK: Jens Andersen, The LEGO Story: How a Little Toy Sparked the World’s Imagination (Mariner, 2022), p. 104-105.

From the early spring of 1955, the word “system” was ever-present in the management offices and on the factory floor in Billund, although the term “LEGO System in Play” wasn’t known to anyone but Godtfred himself until the very last moment. ... One month later, Godtfred unveiled the details of the company’s major new investment. It took the form of a town plan printed on a plastic mat that could be placed on a table or the floor. The slogan was, “Build a LEGO town out of LEGO Bricks!”

"LEGO System in Play" was announced publicly in 1955 alongside the release of the first Town Plan set.