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LEGO® LEGO - the well-know children’s building system - has been around for a long time and in an age when new toys come and go with astonishing rapidity and technology- based toys like video games are reaching impressive heights of sophistication, it might be difficult to understand the enduring market appeal of these basic building blocks.. Well the answer is that LEGO has changed with the market and the company, currently owned by the founder’s grandson Kjeld Kirk Christiansen, continues to invest large sums around the world to understand changes in children’s tastes and to explore new product developments based around its mission ‘to inspire children to explore and challenge their own creative potential’. The name ‘LEGO’ is an abbreviation of two Danish words “leg godt”, meaning “play well”. The company was founded by Ole Kirk Christiansen in 1932. It is now the world’s sixth largest manufacturer of toys, with its head office in Billund, Denmark, branches throughout the world and some 5000 employees its products are sold in more than 130 countries. The traditional interlocking LEGO brick has twice been named toy of the century by Fortune Magazine then by the British Association of Toy Retailers, although in its present form it was launched in 1958. Approximately 17.8 billion LEGO bricks and other components are made every year. However the product range is now far wider than the basic brick with ‘classic’ products like LEGO DUPLO, LEGO CITY, LEGO TECHNIC being constantly upgraded and added to with concepts like LEGO MINDSTORMS (robot building sets). There are theme based products like LEGO Harry Potter, Spiderman 2, Bob the Builder and Star Wars, introduced under licence and there are brand new products like CLIKITS and BIONICLES. BIONICLES allows children to construct action figures like knights and to develop a detailed online world into which they can be placed to play through a story. LEGO have also