READ OUT LOUD THE STORY BEHIND - LEGO- LEGO IS REALLY ENJOYING THE CRISIS
Chapter lego02
Jan 20, 2015
Curious about the entrepreneurial adventure behind inspiring brands, Brand and Strategic Professional Martijn Arets decided to quit his job, hand in his lease car, ignore all uncertainties and follow his dream. For five months, he travelled more than 15,000 kilometres across Europe in a one-of-a-kind 1971 Volkswagen T2 camper van, meeting with the founders, CEOs and brand managers of 20 authentic European brands in what was to prove a unique trip: Brand Expedition. On popular demand, he has bundled the lessons and stories behind 20 appealing European brands such as Lego, Mini, Skype, The Body Shop and Adidas to create Brand Expedition, the book.
More information? Check www.brand-expedition.com or send Martijn a Tweet: @martijnarets.
More information? Check www.brand-expedition.com or send Martijn a Tweet: @martijnarets.
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Transcript
READ OUT LOUDTHE STORY BEHIND
- LEGO-LEGO IS REALLY ENJOYING THE CRISIS
BEFORE YOU START….
please look into your camera and tell us slowly your name, city and country… Then you can start reading this paragraph out loud… Have fun!
The story of Lego started in 1932. Carpenter Ole Kirk Christiansenhad been working in construction for several years, when the economic crisis hit the market. He decided to make wooden toys and challenged
his seven employees to come up with a name for the company. The prize: a bottle of wine. Says Per: “In the end, it was Ole himself who came up with the winning name, Lego, derived from the Danish words ‘leg godt’,
or ‘play well’. Later, they discover that, in Latin, ‘leg godt’ means ‘I assemble’.”
After the Second World War, Lego took up the increasingly popular
production of plastic toys, giving birth to the precursor to today’sLego brick, the automatic binding brick, in 1949. In the initial design,the bottom was still hollow, making it impossible to interlock the bricks.
It was during this time that Godtfred, Ole Kirk’s son, joined the company’s management team. Nine years later, he developed the Lego brick that we know to this day, while he is also responsible for introducing Lego Technic.
- END OF RECORDING-
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