Citations › Citation ID: 40

C40. BOOK: Jens Andersen, The LEGO Story: How a Little Toy Sparked the World’s Imagination (Mariner, 2022), p. 100.

The “LEGO System” Godtfred had begun to visualize wasn’t just about putting together five, six, or more bricks into a building, but also about collecting LEGO bricks and expanding the possibilities they offered by asking for LEGO gift sets and supplementary boxes every Christmas and for each birthday. Soon, the formula behind Godtfred’s business idea became apparent: the more bricks a child had, the more playing they did. The more playing they did, the more sets and boxes they asked for. The more sets and boxes, the bigger the turnover.

Recognizing the power of a toy that kids want for their birthday or Christmas every year.