Lego is a line of construction toys manufactured by the Lego Group, a privately held company based in Billund, Denmark. The company’s flagship product, Lego consists of colorful interlocking plastic bricks and an accompanying array of gears, minifigures and various other parts. Lego bricks can be assembled and connected in many ways, to construct such objects as vehicles, buildings, and even working robots. Anything constructed can then be taken apart again, and the pieces used to make other objects. The toys were originally designed in the 1930s in Europe and have achieved an international appeal, with an extensive subculture that supports Lego movies, games, competitions, and four Lego-themed amusement parks.
Since it began producing plastic bricks, the Lego Group has released thousands of sets themed around a variety of topics, like the new “Atlantis”. Other Examples include town and city, space, robots, pirates, Lego Trains, Racers, vikings, castles, Bionicle, dinosaurs, holiday locations, scuba diving and undersea exploration, the wild west, the Arctic, airports and miners. Many licensed themes have also been produced, including Star Wars, Batman, SpongeBob SquarePants, Harry Potter, Indiana Jones, Spiderman, and Ben 10. At Comic-Con 2009, Lego announced Toy Story,”Cars” and Prince of Persia lines as well as additions to other lines such as Star Wars.
Lego operates 43 retail stores (34 in the United States, 4 in the United Kingdom and 5 in Germany), including ones at the Downtown Disney shopping complexes at Disneyland and Walt Disney World Resorts as well as in the Mall of America in Bloomington, Minnesota. There is also a franchised Lego store in Abu Dhabi. The opening of each store is celebrated with weekend long event where a Master Model Builder creates, with the help of volunteers most of which are children, a larger than life lego statue which is then displayed at the new store for several weeks.
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