product or date it in any way, thereby allowing Lego to continue on into the world of cybertoys. Additionally, it’s simple to pronounce, making it easily exportable, as well as attractive to small children just learning to speak. Finally, and of equal importance, it describes perfectly the intent of the little multi-colored bricks. What could be more enticing to parents faced with a barrage of menacing toys, than that positive-sounding word from their own childhood?

But how does Lego manage to attract parents and kids at the same time? It steadily reconstructs to incorporate new technologies. For instance, Lego offers Internet interactivity opportunities that directly involve the user in construction, and offer direction and feedback throughout the process. The consumer can design interactive structures, cities, vehicles, figures, and whatever else can be imagined. Throughout the process, he can log on to the Lego Club to swap ideas, boast, and post his own models.

What’s more, independent online community groups convene to discuss the endless possibilities inherent in the Lego construction. The best known among these is probably Lugnet, which describes itself as a community of Lego enthusiasts. Lugnet is completely independent from Lego and yet, through its serious endorsement and enthusiasm, it promotes the brand as well as Lego does itself. This sort of viral marketing is invaluable and can’t be purchased. It comes from making a good product that has remained relevant to millions of people around the world.

But Lego’s market is not solely kids and parents; there’s a whole community of adults who are equally mad for the product. Last year, Lego teamed up with filmmaker Steven Spielberg to create the MovieMaker Set for children. The problem with the product? Too limited for the sophisticated techniques that adults require in moviemaking. In fact, for years adults have been making “brick films” for adult audiences. An acclaimed selection of over 80 film festivals last year is a brick film titled “Rick & Steve: The Happiest Gay Couple in all the World.” The eight-minute short features simulated sex scenes with the Lego characters (not the first for Lego brick films, and one hopes, not the last). Lego’s plans for a brick film festival include an adult category to accommodate this enthusiastic audience.

It seems the Lego brand has a solid foundation and not a brick’s been misplaced, nor has it left its audience waiting while an Under Construction sign diminishes sales. So where is it now and what are the plans for the future?

The original vision nailed to the wall 70 years ago is still in use: Only the best is good enough. And it’s still in the Christiansen family. In fact, the Lego brand has lasted longer than the family name, as Kjeld Kirk Kristiansen, grandson of the founder, lost his C for a K in a birth certificate typo. Kjeld is a main shareholder in this privately-held firm, and actively participates as President & CEO.

As for future plans, similar to generations of kids who aimed to build the craziest structure using all their bricks, Lego has set itself quite a steep goal for the next few years. Already among the top ten favorite brands among families with children, 2005 has been marked as the year that Lego will become number one in this category. According to a study conducted last year by Young & Rubicam, Lego is already number one in France and Germany, but sixth and seventh in Japan and the US, respectively. Its competition? Coca-Cola, Kellogg, Disney, Levi’s, Fisher Price, Pampers, M&Ms, Sony and Nike.

Robin D. Rusch lives and works in New York City.