The empire of Lego has many dominions and protectorates, with every year, it seems, new territories to conquer. There are theme parks; there are films of excruciatingly ironic sophistication; there are competitions to make bizarre tableaux that grip nations; there are highly controlled TV documentaries about life at the heart of Lego in Denmark.
I don’t feel my life will be complete until I’ve spent a week constructing Hagia Sophia out of plastic bricks
It is an astonishingly powerful brand and its growth has been extraordinary to watch.
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