Citations › Citation ID: 58

C58. BOOK: Jens Andersen, The LEGO Story: How a Little Toy Sparked the World’s Imagination (Mariner, 2022), p. 169.

At no other point in his life had Godtfred ever thought so radically, or so completely shifted his focus from the LEGO System in Play ... He called the foundation and potential of his vision the “LEGO Column,” entailing a four-step development process he presented to his staff for the first time at a meeting in the System House in 1959.

Step One was the familiar LEGO System for children. Step Two was “the product refined and reworked on another scale, as a hobby for adults.” Step Three was for engineers, architects, and other professionals in the construction industry. And Step Four was an almost philosophical superstructure that looked toward a world, as GKC explained, in which playing with LEGO would lead to a global shift not just in the way we build and construct but also the way we think and behave as human beings, almost along the lines of an evolutionary shift.

1n 1959, Godtfred presented his most expansive vision for the company which drew a clear line from children playing with bricks, to adult hobbyists, to professionals using it as a design too, to rethinking the built environment and how we behave in it.