Play Live Radio
Next Up:
Available On Air Stations
Purchase your tickets for a chance to win $25k toward a new car or $20k in cash during NHPR's Summer Raffle!
Word of Mouth
• Check out our list of New Hampshire museums, galleries, performance venues & independent bookstores, sorted by region.• You can also find art exhibits, book readings, live music and more on our Public Events Calendar.

How Lego stacked itself out of the ashes

(Photo by Owly via Flickr Creative Commons)

Contrary to the buy now messaging of the season, kids aren’t looking only for instant gratification. Take Lego.  In 2005, Lego Corporation came back from the brink by capitalizing on research showing  that kids are inspired by the difficulty and process of mastering a complicated model. So, rather than dumbing down to compete with the plug-in immediacy of video games, Lego ramped up the sophistication of its models. Now, the Denmark-based megabrand is hoping to draw in girls with pastel-colors and long-haired lady Legos.  Lego Corporation is the cover story of Bloomberg Businessweek, which speaks to its revival with tie-ins to movies, video games, and a thriving community of adult Lego enthusiasts.  We spoke with Jonathan Bender when his book, Lego: A Love Story, was released. The book is now out for Nook. 

We also spoke to Nathan Sawaya, known by many as "the brick artist."  

You make NHPR possible.

NHPR is nonprofit and independent. We rely on readers like you to support the local, national, and international coverage on this website. Your support makes this news available to everyone.

Give today. A monthly donation of $5 makes a real difference.