Never Claim a Country of Origin

“The rule about being international meant, among other things, that LEGO could not be marketed as a Danish product. According to Godtfred, the best thing that could happen was for the Germans to believe that the company was German and the French to think the products were made in France. They succeeded. Over the years, many countries took credit for being the birthplace and homeland of LEGO.”

““In 15 years, I believe we will see a radically different LEGO than today, but it will be based on the same idea. LEGO is timeless and universal. Americans perceive LEGO as an essential part of American culture. Many other countries also believe they have the honor of LEGO. It’s only fitting that everyone can reflect on it and say that this is an expression of our culture. It shows the durability of the idea,” says Jørgen Vig Knudstorp, just as Godtfred predicted many years ago.”