Ole Kirk Christiansen, who founded his workshop in Billund in Denmark in 1932, made wooden toys and furniture. His business was not lucrative and he struggled through the 1930s. In 1934, he began focusing on building toys — and changed the name of his company to LEGO which is a contraction of the Danish words «leg godt» (play well).
In the 1960s, the company grew to other Nordic countries. The company created smaller bricks, which were ideal for children with small hands. It was named DUPLO (after the Latin word duplex, which means two-fold). This enabled children to build more intricate models.
In the 1970s, Lego began to introduce new features that would help its products differentiate themselves from the competition. They introduced different faces to the miniature figures. This made the figures look more realistic and allowed them to display different facial expressions and emotions. The Lego Group also added wheels to its bricks, opening the possibility of making vehicles and other machines that move.
The company’s next step was when it introduced specific themes — a system within the system that let users to design their own world or situation. The company was able to boost its brand’s recognition and draw younger audiences. Additionally the company grew its production by opening factories in South Korea, Malaysia, and Brazil.