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Toys Etc.
:: LEGO
LEGO
When the first sets of Lego toys began appearing on European store shelves in the 1940's, few would have guessed that the little building blocks from Denmark would eventually become one of the most beloved children's toys in the world. The genius that eventually led the toys to become so popular was the simplicity of small round pegs that allowed users to lock the plastic blocks together without requiring any effort to separate them again as needed. However, much of the toy manufacturer's continued success is also thanks to the corporation's ability to reinvent itself to remain relevant with the interests of new generations of children.
Over the years, Lego toys have remained so successful with kids from all over the the world because of their ability to design unique sets of building blocks that allow children to build and explore very specialized worlds. These themed sets have ranged from certain story genres such as piracy and the Wild West to licensed themes based on certain film and cartoon franchises. Lego's robotic sets are particularly popular with older children and adult toy enthusiasts.
Today, Lego remain one of the most popular children's toys in the world. In keeping with Lego's remarkable ability to change with the times, some of Lego's most successful lines of products are innovative creations that combine traditional sets of their toys with video games designed for today's most popular gaming platforms. There are now seven different video games based on toy adaptations of popular movies, including Star Wars, Batman and Indiana Jones. The toy manufacturer has managed to create a completely immersive brand experience out of its simple building blocks and now operates four separate amusement parks, 43 retail stores, a line of children's clothing and hosts a worldwide network of enthusiasts young and old who gather in competitions to build huge, elaborate constructions out of the simple, tiny building blocks.
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