Why Lego Won

Lego did not invent the stacking, interlocking plastic brick — Kiddiecraft did. So why did Lego’s version win? As Phil Edwards explains in this entertaining video, the answer can be boiled down to two words: innovation and marketing.

The first Lego plastic mold was the same one that Kiddicraft used, and early Lego bricks were almost identical to Kiddicraft blocks, with a few minor differences. They slightly changed the scale and the studs, but as you can see, they were pretty similar. Early Kiddicraft blocks had little slots in the side for windows and other attachments. So did early Lego bricks. From top to bottom, these were very similar to Kiddicraft blocks. So with such a simple idea that had kind of already been done, how did Lego win?

See also Why Oreo Won and a fascinating look at plastic injection molding, including a bit on “how quietly ingenious Lego’s injection molding process is”.

• Lego
• Phil Edwards
• video