Lego: From Useful Toy to Marketing Ploy

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Lego from useful toy to marketing ploy

As a wee papoose, Lego was my toy of choice.

I could use it to entertain mates over for cordial and cookies on Sunday. I could throw it (lose it). Fire it at toy soldiers with rubber bands. And I could make stuff with it. I could create. Imagine something and build it.

The basic yellow, white, red and blue bricks presented me with possibilities out of count. The fantastic interchangeability of the pieces meant that, with my vast pile of white bricks, I could erect a country house complete with gables and garden. If that got boring, the house could be dismantled and the same white bricks used to build a boat. Or a castle. Or an ice cream truck. My imagination was the limit. Legos only flaw was a rather meagre selection of brick colours. Nevertheless, Legos brilliant simplicity gave me, and millions of others, years of entertaining creative exercise. Lego was undoubtedly the most constructive thing to let slip from limp-wristed Scandinavia since Gustavus Adolphus.

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0s Lego is different. Now the bricks are much more specific and less interchangeable and versatile. The sets are not comprised so much from basic pieces as from gimmicky odds and sods like monkeys, rafts, palm trees, and readymade castles. Lego is now less the brick than the meticulously designed and marketed fantasy world.

So what? Whats wrong with that? In and of itself, nothing. But in those times before the Nowadays, the child was the creative genius of his own world. With really only basic building bricks (plus a tad extra), he was left to do as he pictured in his mind. The creative genius of his world now pockets $40k+pa and is labelled a product designer (really just big kids dictating their imagination to littler kids).

Still you say, Whoopty-poop. Whats the big deal? Your childs imagination is not being as vigorously exercised as it once was, thats what. Why is that important? Because in Genesis 11 In the beginning, God created . . . Gods first action was one of creativity and imagination. Your child is made in His image. Imagination and creativity is one of his or hers greatest gifts. We should ensure it is exercised. And Lego, exemplifying most kid's toys, isn't exercising it the way a toy should.

Im sure its not some sinister plot of Legos to dull your rugrats mind till theyve got the creative flair of a wet sock. Im sure its just a cunning plan devised by Danish marketing executives. They know, like the Yanks, that the quality and usefulness of their goods are subordinate to the artifice of their display. They know that society, sloshed on the tap of running laughter, must be entertained and dazzled. They know, too, that you dont sell a good, you sell an image. All marketers worth their salt have that one down pat. In short, it is the triumph of form over content.

Am I just an aging grump griping about how the way things were was so much better than the way things are now? Maybe. But then, at least Im imagining things.

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