Over its 85-year history, LEGO has established its distinctive plastic bricks as a near-universally recognized brand. It has sustained an image perhaps unique among commercial toy brands for creative, imaginative, and educational potential, both within schools and at home. The LEGO Group lists its brand values as imagination, creativity, fun, and learning. It has developed, in part through its connections with the LEGO Foundation, a philosophy or ethos of play for learning that is promoted and pursued in global campaigns and projects. Because of these claims, and the widespread investment in LEGO’s educational potential, changes to the marketing and design of the toy in recent decades have proved controversial. This entry discusses the LEGO Group, the history of the LEGO brand, the LEGO System ...

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