Eighty to ninety million kids are reportedly given a box of LEGOs every year, while up to ten million adults are said to purchase their own sets. However, LEGO is much more than just an endless variety of interchangeable plastic building blocks. The relevance of what play can imply for humanity is likewise envisioned in LEGO. This book relates the remarkable tale of a multinational corporation and a Danish family who have been fighting for children's right to play for 90 years and who think that adults should also take the time to feed their inner child. The LEGO Story is based on Jens Andersen's exclusive access to LEGO's own archives and his in-depth interviews. A riveting cultural history of changing generations? views of childhood and the importance of play, The LEGO Story also a fascinating case study of how innovation and creativity helped leaders transform LEGO from a small carpentry business into the world?s largest producer of play materials and one of the most beloved brands in the world. Richly illustrated with never-before-seen photos from the family?s private archive, this is the ultimate book for fans of LEGO, revealing everything you ever wanted to know about the brand.