TIME The Magic of LEGO
75 YEARS OF INFINITE POSSIBILITIES • In 1949, Lego revolutionized the toy industry, and millions of imaginations, by introducing little bricks that allow for structured play and spontaneous creativity—often simultaneously.
THE MOST AMBITIOUS SETS • They’re composed of thousands of pieces, and they require time and patience to build. And by and large, they’re spectacular.
THE LEGO STORY • The resilient toy company has transformed the way kids (and adults) play, thanks to an empire built on creativity.
BRICK BY BRICK • From a humble start in rural Denmark, and thanks to constant innovation and risk-taking, Lego has built itself into one of the world’s most successful toy companies.
Making Friends • After years of trial and error, the company created a successful line targeted at girls.
They Can’t All Be Winners • A few of Lego’s big ideas never quite caught on.
Where Lego Comes to Life • Legoland parks are popular tourist attractions, places “where children forget they ever need to grow up.”
LIFE IN MINIATURE • These small figures helped put a face on Lego toys and are beloved by both kids and collectors.
Creating New Worlds • For more than 30 years, the Lego Group has offered original sets with their own rich storytelling.
LEARNING WITH LEGO • Fun and good for you? Childhood development experts agree that playing with the toys can help build cognitive, social, and motor skills.
FROM BRICK TO SCREEN • Lego has extended its pop culture influence as an entertainment powerhouse in movies, television, and video games.
BOX OFFICE BRICKTACULAR • The 2014 hit The Lego Movie presented an entertaining—and surprisingly subversive—animated adventure that brought the famed toys to life. In the end, everything was awesome.
A Terrific Toy Story • In 2014, Time’s film critic praised the movie’s dazzling animation and inspiring (some might say irreverent) plot.
THE LEGO CINEMATIC UNIVERSE • In the aftermath of the first movie’s success, filmmakers assembled a series of spinoffs.
Pharrell in Lego • The musician tells his life story in a vibrant animated film.
A FORCE AWAKENS • Lego executives were originally hesitant to partner with Star Wars, but their union has led to one of pop culture’s most successful licensing deals.
A POP CULTURE POWERHOUSE • From the Lord of the Rings franchise to Friends, Lego has worked its magic on fan-favorite movies and TV shows.
THE FANDOM • Lego has inspired fans of all ages to express their creativity and share their passion for the brand.
BUILDING A FOLLOWING • Superfans are tapping into a passionate community by showing off their creativity and indulging nostalgia.
Masters of the Lego Domain • On the Lego Masters TV show, contestants show off their creativity through extravagant and fantastical builds.
FAN CREATIONS COME TO LIFE • The Lego Ideas program gives everyday builders the chance to design a set that just might end up on store shelves.
TIME The Magic of LEGO
Credits
A Towering Tribute
Everything Is Awesome with Lego
