9 years ago
How Lego Became The Apple Of Toys
Every September, largely unbeknownst to the rest of the company, a group of around 50 Lego employees descends upon Spain’s Mediterranean coast, armed with sunblock, huge bins of Lego bricks, and a decade’s worth of research into the ways children play. The group, which is called the Future Lab, is the Danish toy giant’s secretive and highly ambitious R&D team, charged with inventing entirely new, technologically enhanced "play experiences" for kids all over the world.
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