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Lego builds new giant brick house in its hometown

Thursday, February 16, 2017 - 01:30

Danish toymaker Lego will open a new play house in its hometown in Denmark to offer fans the ultimate experience.

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Danish toymaker Lego said on Thursday (February 16) it will offer its fans the ultimate Lego experience by opening a new play house in the hometown of the famous brick. The Lego House is due to open in Billund, Denmark in September near the company's headquarters. It will be designed as 21 giant Lego bricks stacked on top of each other. The 12,000-square metre building is designed by renowned Danish architect Bjarke Ingels. It will include three restaurants, a Lego store, four different play areas and a gallery showing the history of Lego as well as creations made by fans. Lego is vying with Barbie doll maker Mattel to become the world's biggest toy maker. It has embraced the digital age by teaming up with movie franchises like Star Wars in deals that span Lego sets, video games, and smartphone applications. The company aims use the digital push to bring children back to its core product: the Lego brick, first produced in its current form in 1958. The Lego group was founded in 1932 by Ole Kirk Kristiansen; his grandchild Kjeld Kirk Kristiansen is now the family's main representative.

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Lego builds new giant brick house in its hometown

Thursday, February 16, 2017 - 01:30