A look at the global culture and appeal of the LEGO building-block toys. | dG1fb1JlTjJNclpnRmc
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Short filmTranscript
00:00Can you hear me out there?
00:10I know, I know.
00:12You recognize me, right?
00:15But this story is not about me.
00:17Well, not entirely.
00:19This story is about a simple toy
00:21and how its unique properties ushered in a new era of creativity
00:25for a whole generation.
00:27Lego, Lego, Lego.
00:30Lego.
00:31So she's half cow, half robot.
00:33Yeah.
00:33It's a cowboy.
00:35Oh, that's a good idea.
00:36Action.
00:38Hey, guys.
00:39What started as a Danish endeavor in 1916
00:41became a global phenomenon.
00:43It really captured the imagination of people of all ages.
00:46Are we ready?
00:48It's become a monster brand of the toy business.
00:51I spend over six figures annually just on Lego.
00:57It's a creative tool.
01:00It's a way that people are expressing themselves.
01:02It's creating energy.
01:04It's a language.
01:05There is an adult fan community.
01:07Geeks.
01:07Weirdos.
01:08People like me.
01:09It's not what's on the front of the box.
01:10You can actually create whatever you want out of this toy.
01:13We saw a great potential of combining Lego and computers.
01:16I wanted to create a Lego architecture.
01:18Shot for shot remakes of famous films.
01:22I believe there's nothing I can't build out of it.
01:28It allows everyone, non-expert and expert alike,
01:31to come together on a simple platform.
01:34It's created an excitement in the world.
01:38At the core of what is human is the capacity to build.
01:44All around the world, people are pushing the limits of Lego.
01:47Being able to take your dreams and materialize into something,
01:51it's just a wonderful gift.
01:52We're always looking for something to inspire us
01:55or just give us some joy.
01:57Time's up!
01:58It's believing that anything is possible
02:01if you have the right tools in front of you.
02:03And look how many things we built from this simple toy.