The idea for our brand extension is to create life size lego, that is suitable for all ages, old and young, creativity should not have an age limit, so we want to give customers the possibility to create life size, fully functional pieces of furniture
nearly every generation since 1932 will have had access to lego as a child, there is nothing like nostalgia to help get people interested. We decided that because everyone grows up, that the toys should technically grow up as well, so our brand extension is to create big bricks for big kids.
Lego 'hjem' came from the Danish name for Home.
