By embracing fans numerous and demographics, striking a balance between consistency and adaptability and taking the time to become customers Lego has found ways to keep its interlocking bricks inside the hands of millions. It’s a model that other companies should follow, says McKee.

Last 1948, Ole Kirk Kristiansen and his workshop had just started producing a range of wooden playthings. It was not until the following calendar year that they started using a fresh plastic-injection edges machine to create plastic bricks, which shortly gave these people an advantage over their competition in the booming post-war market.

In 1949, they started producing the bricks with studs on them to enable them to combine together. This is a key iteration, making the bricks much more stable and sturdy. Later, in 1958, they built a major improvement with the release of what is known since the “stud and coupling system”, which in turn ensures that every single Lego packet fits with any other brick. These two essential iterations will be why Lego sets manufactured 40 years previously still interlock seamlessly with those made today.

Through the years, Lego has got kept it is finger over the pulse of pop lifestyle by joining up with big-name franchises including Star Battles and Harry Potter. It has also appreciated the community of adults that are fans of the trademark, known as AFOLs (Adult Followers of Lego), with a array of sets such as Back to the Long term future DeLorean time machine and a set of female Nasa scientists.