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licensed themes like Star Wars. Hey! And Harry Potter. Whoa, whoa. THUD Whoa! Yikes! Today the LEGO company makes more than , pieces a minute, and has become one of the biggest toy companies in the world. But not without first experiencing some serious challenges in having to redefine itself along the way. But we’ll get into that later. And just think, all this from a humble carpenter in Billund, Denmark. CRASH Ooh, sorry. No clutch power, I guess. Billund is still the heart of the LEGO company and LEGO minifigures are still made here. Handsome little devils, aren’t they? Okay that shot kinda freaks me out. Billund is also home to the LEGO design team. Here, inside the design room, the LEGO sets of tomorrow are being dreamed up today by designers. Everybody I meet says that I have one of the coolest jobs in the world. It’s fantastic to be able to create with these bricks. We have our desks full of LEGO all the time. It’s like being a child for the rest of my life. For many the only limitation of building with LEGO bricks is your imagination. But for the designers at the LEGO company it’s a much more regimented process. We’re always working within a system based on these LEGO bricks here. There’s not an infinite amount of possibility. The constraints becomes the challenge, if you will. Then it’s those constraints that are interesting to find how do we make it work. MARTA: You have to think about how kids play with LEGO, which is something that we always have in our minds. If you’re five years old, it’s a lot harder to build with smaller bricks than it is for an eight-year-old. At the core of the design process is one guiding principal. The design process really starts with an idea of a story in a universe. We really take a starting point in who these characters are, where they’re living, what they’re doing. Story provides context for what you’re doing. It gives you and kids especially a meaning. It sort of helps to unlock their imagination in new ways. We were just trying to put together color combinations we haven’t done before.