Play for tomorrow

Lego, the company (often capitalised as LEGO to set it apart from the product, Lego), insists it is not childish: they just want to encourage the child in all of us. The word Lego, as its many fans know, is a contraction of Leg Godt, or play well. The motive behind bringing out the inner child is a serious one: look how many great inventions were conceived in the spirit of play. The company encourages a culture of playfulness - 'off-beatness' - within its own walls.