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Founded in 1932 by Ole Kirk Christiansen, Lego started life in the wooden toy business. Derived from the Danish words ‘leg' (play) and ‘godt' (well), the company's play-well concept has turned Lego into one of the most recognised premium toy brands in the world, and one of Denmark's most iconic companies. But an assault from the electronic gaming industry and evaporating play time in Lego's key age groups means that both Lego and its competitors are having a tough time on shop shelves.
Photographer: Christopher Sturman Writer: Tyler Brûlé
Billund
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