Aliens, rovers and energy crystals: How Lego's obsession with detail has kept fans hooked for 92 years and helped it outperform other toys

Aliens, rovers and energy crystals: How Lego's obsession with detail has kept fans hooked for 92 years and helped it outperform other toys

Opening a Lego set can feel equal parts overwhelming and exciting. With numerous bricks and tiny details laced into each element found in a box, the eagerness to build brick castles, rocket ships, city skylines, and more has attracted kids in droves for 92 years. Few companies have been able to replicate Lego’s success thus far. Its toys span generations, from adult hobbyists reconnecting with their favorite toys to the next generation. Since it…

Aliens, rovers and energy crystals: How Lego’s obsession with detail has kept fans hooked for 92 years and counting

Opening a Lego set can feel equal parts overwhelming and exciting. With numerous bricks and tiny details laced into each element found in a box, the eagerness to build brick castles, rocket ships, city skylines, and more has attracted kids in droves for 92 years. Few companies have been able to…

From today, Lego Insiders can buy the castle from Die Schöne and the Beast, in a few days it is available for everyone else.