From a simple idea – putting tubes inside the form of a plastic brick – comes the Lego brick, one of the most exciting and influential toys in the world that 60 years later is a staple of childhoods around the world.

The Lego Group began producing a plastic brick in 1949, but it was not until nine years later – and several iterations – that in 1958 the the iconic design of the familiar Lego brick arrived. The unique design, which has not been changed significantly in six decades, and the toymaker's uncompromising focus on quality and safety means that two Lego bricks produced 60 years apart will still fit together.

Construction play with Lego has introduced successive generations to the joy of building and the chance to shape their own world through inventive play. While the Lego Group has continued to come up with new ways to play, the company's original mission has never changed: to build children’s future through play and imagination.

Problem solving, critical thinking and creativity has been cited as the top three skills needed for the future workplace in The Future of Jobs Report published by the World Economic Forum.

“We are excited to be celebrating the timelessness of the Lego brick here in Australia,” Claus Kristensen, Lego VP and general manager, Australia & New Zealand said.

“From the big pineapple to the Sydney skyline, the Lego brick has brought to life many of the country’s iconic landscapes. Over 60 years, we have seen that Lego encourages play and creativity that has been able to transcend all age groups, from toddlers to grandparents.”

“Lego play is powered by imagination and curiosity, and the Lego brick is at the very heart of it,” Julia Goldin, Lego Group chief marketing officer said.

“Putting the bricks together and taking them apart over and over, with imagination as your only limit. This helps young minds to stay open, keep exploring and develop skills essential for the 21st century.

“All children are imaginative and begin their journey through life with incredible potential, curiosity and creativity. Playful learning experiences are important in helping children maintain this creativity and curiosity through-out life. We want to fire up the imagination of young generations to come too, and continue to inspire children to dream of worlds we’ve not yet imagined.”

comments powered by Disqus