By adopting fans of all ages and demographics, striking a balance between consistency and adaptability and taking the time to listen to customers Lego has found a method to keep its interlocking stones address in the hands of millions. It’s a model that other companies will need to follow, says McKee.

In 1948, Ole Kirk Kristiansen and his workshop had just started producing a selection of wooden gadgets. It wasn’t until the following 365 days that they set about using a new plastic-injection edges machine to make plastic bricks, which immediately gave them an advantage more than their competition in the flourishing post-war market.

In 49, they begun producing the bricks with studs on them to enable them to hole together. This is a key iteration, making the bricks far more stable and sturdy. Later, in 1958, they produced a major improvement with the benefits of what is known mainly because the “stud and joining system”, which usually ensures that almost every Lego packet fits with any other brick. These two essential iterations will be why Profano sets generated 40 years earlier still interlock seamlessly with those created today.

Over time, Lego possesses kept the finger over the pulse of pop customs by joining up with big-name franchises just like Star Battles and Harry Potter. It has also appreciated the community of adults which have been fans of the brand, known as AFOLs (Adult Enthusiasts of Lego), with a variety of sets including the Back to the Upcoming DeLorean period machine and a set of feminine Nasa experts.