>> For many kids, you may have
one of them, play time now means
turning on a computer or
television and trying to get to
the next level of a favorite
video game.
So, what's really the hottest
times out there?
Well, the answer might surprise
you.
It's that little interlocking
plastic bricks that have delight
so many kids for generations.
remember Legos?
A danish word meaning "play
well."
Nick Watt tells us why Lego is
stacking up again.
>> Every day,
millimeters of dismembers
torsos, heads and legs roll off
the production lines in a little
Danish town called Billund.
Legoland castle landmark dominating
the skyland.
One in four people here work for
Lego.
There's an international
airport, one of only two in the
whole country, bait because of
Lego.
And there's a Lego museum that
every new employee must visit.
>> What we see here is our
history.
>> And there's
something called an ideas house,
where in 1955, they invented the
brick we know today.
In '62, by the way, they
invented the wheel.
>> It's a part of life.
It's a part of daily life for
children.
They built up with the Lego
bricks.
>> There is Lego, Lego
everywhere.
It's quasi-religious.
There are 62 bricks for every
human being on this planet.
There are more Lego men on earth
than Americans.
2 million Lego pieces are born
every hour.
This is my head made out of
Lego, complete are receding
hairline and massive children.
now, this proves one thing.
that you can make pretty much
anything out of Lego.
but just five years ago, this
iconic brand looked finished.
Founded during the great
depression of the 1930s by a
struggling carpenter, who made
toys to survive, Lego seemed to
have fallen out of fashion.
Christensen's deessential dents
had lost their way.
Lego had debts of nearly $1
billion, sales slumped 40% in
just two years.
Then, a guy called Jergen Vig Knudstorp
who was handed the
reigns.
When you took over, Lego was
almost dead.
>> Right.
>> Former management
consultant fired 1,000 people
and streamlined production.
They used to make 13,000
different pieces.
Now they make just 6,000.
>> Lady over there is actually
filling in the last packs of
Lego.
>> He sold Legoland
to a company that actually knows
how to run a theme park.
Popular lines, many of them
aimed at girls, were
discontinued.
>> When we were struggling, I
was thinking, I don't know where
the Lego brick is part of the
future.
>> But he figured even
in an age of TV and video games,
kids still want to play with
their hands.
Lego has moved away from the
purer simpler Lego I remember
from my youth.
These days, Lego men carry guns.
There's more fighting and it
seems more instructions.
>> You can build the high tech
Lego agents car.
>> I felt that Lego
let my imagination run wild --
>> It's in your hands to help
solve the great mystery.
>>Now kids are told
how to create an Indiana Jones
fight scene.
By doing that you are imposing
some limits or directions on the
child's creative play.
>> I don't think it limits their
imagination.
I think it shows them, here's
another place, and what I find,
when I see children playing, is
certainly there's a pirate ship
sailing straight into a star
wars base and I say, hang on,
you can't do that.
and they say, why?
>> You want a piece of him?
get in line!
>> Now, there are
tie-ins with video games and
spin offs from popular culture
to grab kids' tension there's
star wars Lego.
>> Armed to attack.
>> There's Harry
Potter Lego.
>> Welcome to a wondrous world.
>>There's Spongebob
square pants Lego.
>>If you're not competitive,
well, children will go somewhere
else.
They're quite disloyal in that
sense.
>> Sure, kids are
cute, but they're fickle.
>> What our research tells us
that normally they will spend 15
minutes or less on any toy they
get.
>> Period?
>> Period.
>> Hip young things
like will are charged with
dreaming up new products to
hook the digital generation.
>> I was a huge Lego fan as a
child.
I loved Lego.
but I didn't think of it as a
job.
>> It is now.
will gets paid for coming up
with stuff like Atlantic.
An 8-year-old kid may be able to
do your job better than you.
>> ah, possibly, but -- I try
not to think about that.
>> By the way, it's
not just for kids.
AFOLs, adult fans of Lego,
are big.
Apparently accounting for up to
10% of sales.
There's even a magazine.
Arthur, a grownup, made the Taj
Mahal.
AFFOL Danielle built this sweet
french looking house.
Anyway, after the rock bottom of
2004, Lego gradually began to
make a bit of money again.
Then, something extraordinary
happened.
In 2008, as recession deepened,
as toy sales in the U.S. fell by
5%, Lego sales in America
climbed an astonishing 38%.
the brick was back.
>> One of the reasons is that
parents see this as a good
investment.
It's not seen as sort of the
so-called wasteful society of
buying it away and throwing it
away.
>> Perhaps.
it is a gift that keeps on
giving.
Can you make pretty much
anything out ofLego.
even a second-rate "nightline"
correspondent.
I'm Nick Watt for "Nightline" in
Billund, Denmark.
one of them, play time now means
turning on a computer or
television and trying to get to
the next level of a favorite
video game.
So, what's really the hottest
times out there?
Well, the answer might surprise
you.
It's that little interlocking
plastic bricks that have delight
so many kids for generations.
remember Legos?
A danish word meaning "play
well."
Nick Watt tells us why Lego is
stacking up again.
>> Every day,
millimeters of dismembers
torsos, heads and legs roll off
the production lines in a little
Danish town called Billund.
Legoland castle landmark dominating
the skyland.
One in four people here work for
Lego.
There's an international
airport, one of only two in the
whole country, bait because of
Lego.
And there's a Lego museum that
every new employee must visit.
>> What we see here is our
history.
>> And there's
something called an ideas house,
where in 1955, they invented the
brick we know today.
In '62, by the way, they
invented the wheel.
>> It's a part of life.
It's a part of daily life for
children.
They built up with the Lego
bricks.
>> There is Lego, Lego
everywhere.
It's quasi-religious.
There are 62 bricks for every
human being on this planet.
There are more Lego men on earth
than Americans.
2 million Lego pieces are born
every hour.
This is my head made out of
Lego, complete are receding
hairline and massive children.
now, this proves one thing.
that you can make pretty much
anything out of Lego.
but just five years ago, this
iconic brand looked finished.
Founded during the great
depression of the 1930s by a
struggling carpenter, who made
toys to survive, Lego seemed to
have fallen out of fashion.
Christensen's deessential dents
had lost their way.
Lego had debts of nearly $1
billion, sales slumped 40% in
just two years.
Then, a guy called Jergen Vig Knudstorp
who was handed the
reigns.
When you took over, Lego was
almost dead.
>> Right.
>> Former management
consultant fired 1,000 people
and streamlined production.
They used to make 13,000
different pieces.
Now they make just 6,000.
>> Lady over there is actually
filling in the last packs of
Lego.
>> He sold Legoland
to a company that actually knows
how to run a theme park.
Popular lines, many of them
aimed at girls, were
discontinued.
>> When we were struggling, I
was thinking, I don't know where
the Lego brick is part of the
future.
>> But he figured even
in an age of TV and video games,
kids still want to play with
their hands.
Lego has moved away from the
purer simpler Lego I remember
from my youth.
These days, Lego men carry guns.
There's more fighting and it
seems more instructions.
>> You can build the high tech
Lego agents car.
>> I felt that Lego
let my imagination run wild --
>> It's in your hands to help
solve the great mystery.
>>Now kids are told
how to create an Indiana Jones
fight scene.
By doing that you are imposing
some limits or directions on the
child's creative play.
>> I don't think it limits their
imagination.
I think it shows them, here's
another place, and what I find,
when I see children playing, is
certainly there's a pirate ship
sailing straight into a star
wars base and I say, hang on,
you can't do that.
and they say, why?
>> You want a piece of him?
get in line!
>> Now, there are
tie-ins with video games and
spin offs from popular culture
to grab kids' tension there's
star wars Lego.
>> Armed to attack.
>> There's Harry
Potter Lego.
>> Welcome to a wondrous world.
>>There's Spongebob
square pants Lego.
>>If you're not competitive,
well, children will go somewhere
else.
They're quite disloyal in that
sense.
>> Sure, kids are
cute, but they're fickle.
>> What our research tells us
that normally they will spend 15
minutes or less on any toy they
get.
>> Period?
>> Period.
>> Hip young things
like will are charged with
dreaming up new products to
hook the digital generation.
>> I was a huge Lego fan as a
child.
I loved Lego.
but I didn't think of it as a
job.
>> It is now.
will gets paid for coming up
with stuff like Atlantic.
An 8-year-old kid may be able to
do your job better than you.
>> ah, possibly, but -- I try
not to think about that.
>> By the way, it's
not just for kids.
AFOLs, adult fans of Lego,
are big.
Apparently accounting for up to
10% of sales.
There's even a magazine.
Arthur, a grownup, made the Taj
Mahal.
AFFOL Danielle built this sweet
french looking house.
Anyway, after the rock bottom of
2004, Lego gradually began to
make a bit of money again.
Then, something extraordinary
happened.
In 2008, as recession deepened,
as toy sales in the U.S. fell by
5%, Lego sales in America
climbed an astonishing 38%.
the brick was back.
>> One of the reasons is that
parents see this as a good
investment.
It's not seen as sort of the
so-called wasteful society of
buying it away and throwing it
away.
>> Perhaps.
it is a gift that keeps on
giving.
Can you make pretty much
anything out ofLego.
even a second-rate "nightline"
correspondent.
I'm Nick Watt for "Nightline" in
Billund, Denmark.
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