Hooray, it's LEGO's 80th birthday! Let's have some cake!

As LEGO celebrates this milestone, I can't help but reflect on my childhood and how much fun I had. I find myself comparing what has changed since then. With LEGO venturing forth into the video game and television markets and the ever increasing need for instant gratification, has LEGO taken the "imagination & creativity" factor out of their products?

A lot has changed since the mid-70s. All those early mornings spent sifting though the family collection of LEGO pieces at the cottage. In our family we had to compete to get the best lego pieces to create our speed boats, homes and docks. That meant getting up before sunrise, but more importantly, before my other siblings. We created entire communities that we all shared, using nothing but our imaginations and those colourful little bricks. As the name implies, we "played well."

Now that I am a father with three children of my own, I have purchased a few sets. Today they are more complex, cost more and contain a lot of pre-cast pieces. To be quite honest, my children would rather play the LEGO video games, leaving me alone to play with their blocks. Where is the creativity and imagination in that? My children now live in an era where we want things done quickly and easily. I believe that LEGO has done a fairly good job at evolving with the times. But, they have done so at an expense. I believe that they have lowered the imagination and creativity quotient for their products.

Imagination and Creativity as defined by LEGO:
"Curiosity asks, ”Why?” and imagines explanations or possibilities (if.. then). Playfulness asks what if? and imagines how the ordinary becomes extraordinary, fantasy or fiction. Dreaming it is a first step towards doing it."

"Creativity is the ability to come up with ideas and things that are new, surprising and valuable. Systematic creativity is a particular form of creativity that combines logic and reasoning with playfulness and imagination."

Has LEGO departed from their Brand Values?

I've been known to pick-up a few bricks and create something—how about you?


1 comment

by Jennifer Solomon

I love LEGO. I used to steal my brother’s bucket of LEGO when I was a kid and build houses for my hamsters.


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