EAN: 9780063258020

THE LEGO STORY - JENS ANDERSEN GEBUNDEN

?Absolutely essential reading for every LEGO fan.? ? Blocks The definitive history of LEGO 
based on unprecedented access to the company's archives and rare interviews with the founding
family that still owns the company "This book tells the story of how my family built the LEGO
brand." ?Kjeld Kirk Kristiansen  former President CEO of the LEGO Group and 3rd generation
owner It's estimated that each year between eighty and ninety million children around the globe
are given a box of LEGO  while up to ten million adults buy sets for themselves. Yet LEGO is
much more than a dizzying number of plastic bricks that can be put together and combined in
countless ways. LEGO is also a vision of the significance of what play can mean for humanity.
This book tells the extraordinary story of a global company and a Danish family who for ninety
years have defended children's right to play?and who believe grown-ups  too  should make the
time to nurture their inner child. The LEGO Story is built on Jens Andersen's unique access to
LEGO's own archives  as well as on Andersen's extensive conversations with Kjeld Kirk
Kristiansen  former president and CEO of the LEGO group and grandson of its founder  Ole Kirk
Christiansen. A riveting cultural history of changing generations' views of childhood and the
importance of play  The LEGO Story also a fascinating case study of how innovation and
creativity helped leaders transform LEGO from a small carpentry business into the world's
largest producer of play materials and one of the most beloved brands in the world. Richly
illustrated with never-before-seen photos from the family's private archive  this is the
ultimate book for fans of LEGO  revealing everything you ever wanted to know about the brand.

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