Few toys have united generations, cultures, and imaginations quite like LEGO®. What started as a small wooden toy company in Denmark in the 1930s has grown into a global phenomenon, inspiring creativity from New York to Nairobi. Today, LEGO® isn’t just a toy — it’s a language of play spoken all over the world.
From Billund to the World
The story begins in Billund, Denmark, where carpenter Ole Kirk Christiansen founded LEGO® in 1932. The company’s name comes from the Danish phrase “leg godt”, meaning “play well.” By the late 1950s, the modern plastic interlocking brick was born — and it changed playtime forever.
Billund remains the heart of LEGO’s world, home to the original LEGOLAND® park and the innovative LEGO® House, a museum and creative space where visitors can literally walk through the history and artistry of LEGO design.
Asia’s LEGO® Love
In Japan, LEGO’s precision and creativity align perfectly with the nation’s appreciation for craftsmanship. Japanese builders often blend LEGO® with cultural themes — from recreations of Tokyo skylines to detailed samurai castles. In China, LEGO® has expanded rapidly, opening flagship stores and education centers that teach STEM skills through play.
America Builds Big
In the United States, LEGO® is both a nostalgic pastime and a pop-culture powerhouse. LEGOLAND® parks in California, Florida, and New York attract millions of families each year, while fan conventions like BrickFair and BrickCon showcase the incredible artistry of the LEGO® community.
LEGO’s partnerships with Hollywood — from Star Wars to Marvel to Harry Potter — have turned bricks into blockbusters.
Europe’s Brick Capitals
Across Europe, LEGO® continues to be a symbol of creativity and education. Germany, the UK, and France all host LEGOLAND® parks and massive fan expos. European builders often lead the way in architectural recreations — building stunning miniatures of real-world landmarks from the Eiffel Tower to the Colosseum.
LEGO® in Africa and Beyond
LEGO’s reach is also growing in Africa and South America, where educational programs use LEGO® bricks to teach problem-solving and innovation. In countries like Kenya and Brazil, LEGO® Education initiatives are helping kids learn coding, engineering, and design in fun, hands-on ways.
The Global Language of Bricks
No matter where you go, the click of LEGO® bricks keep connecting!