Everyone has a LEGO story, but not that many people know the story of LEGO. So while we’ve always loved the toy, it wasn’t until we started researching for this episode that we became obsessed with the (still entirely family owned!) company. Yes, LEGO is the biggest and most profitable toy company in the world–nearly twice the size of Mattel. But what makes LEGO so lovable is how from day zero they have taken kids seriously and believed in learning through play. This vision is as real now as it was 91 years ago when LEGO was founded as a small woodshop in Billund, Denmark.

If you, too, would like to look at a brightly-colored 8x10mm plastic cuboid and see a spectacular tale of craft, vision, and creative constraints, then stick around for the story of LEGO.

(2:31) LEGO Today

(4:23) Bet the Shop. And a preponderance of fires (1916-1950)

(31:47) “System of Play” (1950 - 1990) 

(46:04) The Destructive Era (1990s - early 2000s)

(53:40) Back to the Brick & Last Honest People (2000s - 2010s)

(1:19:04) “Spaceship!!!!” LEGO in The Digital Age

(1:24:59) The future of LEGO?

(1:31:56) Operator Playbook: what tactics will we borrow from LEGO?