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This is beyond the game No, hang on a second. CLEARS THROAT Beyond the brick! A LEGO Brickumentary! Ooh, look at that. That’s awesome. At the annual Toy Fair in New York City the world’s toy manufacturers gather to show off what they hope will be big products for kids. RICHARD: LEGO is, let’s face it, undoubtedly the greatest success story of the toy industry. LAURIE: They have become the number two toy company with simply one category of toy, and that’s construction. And that’s up against giants like Mattel and Hasbro. RICHARD: Mattel has Hot Wheels. They have Barbie. Hasbro has GI Joe. And they’ve got other lines. And LEGO just has LEGO. CHUCKLES When other toy companies look at LEGO, they look at them as a powerhouse. When you look at a four billion dollar brand and that’s going to continue to grow this year, it’s amazing what they’ve done. It’s become a monster brand of the toy business. So how did the LEGO company become so huge? I can explain that, but I think I better park this thing first. Recognize this baby? Yeah, good old number . Galaxy Explorer. It had these cool yellow-tinted windows, all these x computer bricks, and, uh, these things. It’s just a small part of the LEGO brand’s fascinating history. Let’s take a moment for a little primer on how the toy began. Oh, no, wait a second. There we go. Much better. Many people know Denmark as the home of ready-to-assemble furniture. Sadly those people are wrong because that’s Sweden. Denmark is home to Hans Christian Andersen, delicious pastries, and the birthplace of, you guessed it, LEGO bricks. Back in , a Danish man by the name of Ole Kirk Christiansen lived in the quaint little town of Billund Denmark. A carpenter by trade, he started a small wood shop which burned to the ground. Not a great start but Ole would not be dissuaded so he built another one. In the new factory he was inspired to build toys. By the s, Ole was known for his pull toys made from birch wood. Trucks, trains, and of course ducks. It was around this time that Ole came up with the name LEGO.