Newspaper article Evening Gazette (Middlesbrough, England)

Joyful Peek Behind the Scenes of a Superbrand; outside the Box GARETH LIGHTFOOT

Newspaper article Evening Gazette (Middlesbrough, England)

Joyful Peek Behind the Scenes of a Superbrand; outside the Box GARETH LIGHTFOOT

Article excerpt

LEGO remains a joy to generation after generation. It certainly was to this boy, at least before I got my rubberkeyed ZX Spectrum and the machines took me.

So The Secret World Of Lego (Channel 4) was an irresistible, charming peek into the workings of a toy superbrand, and its superfans.

Despite access behind the scenes of the world's most profitable toymaker at its Denmark HQ, guided by the wonderfully named Roar, secrecy remained paramount.

Window shutters closed at a comically-slow pace on sight of the TV cameras, lest they reveal the merest hint of upcoming projects from the Lego "family".

In one bizarre scene, it became clear that the Lego people were not quite letting the film crew into one of their meetings, but re-enacting it for their benefit.

One new Lego office veered perilously close to a Twenty Twelve or W1A-style parody, with ashtrays filled with Lego left lying around so employees were always within fiddling distance of their product. …

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