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Playing outside the box - on LEGO toys and the changing world of construction play

机译：在盒子外面玩-关于乐高玩具和不断变化的建筑世界

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摘要

This article deals with three major instances in the history of the LEGO Company. First, it investigates the transference from wood to plastics as the main material used in creating LEGO toys, and also the innovations in plastic molding machines that influenced the interlocking mechanism of the LEGO bricks. Second, this article deals with a rather unfortunate episode from the LEGO history, namely, the period between the late 1990s and the early twenty-first century when the LEGO Company felt the need to extend its brand image through diversifying its product range. Unfortunately, this led to a confusing, rather than a strong brand image and resulted in heavy financial losses in 2003 and 2004. Third, this article looks into recent attempts by the LEGO Company to bring the fans into the company in order to revive the LEGO brand and its products. This part focuses on Mindstorms 2.0 and Mindstorms NXT, especially, in order to illustrate the increase in user involvement in LEGO product development.
机译：本文讨论了乐高公司历史上的三个主要实例。首先，它研究了从木材到塑料的迁移，这是制造乐高玩具的主要材料，也是塑料成型机的创新技术，它影响了乐高积木的联锁机制。其次，本文涉及乐高历史上的一个不幸事件，即1990年代末至二十一世纪初，乐高公司认为有必要通过多样化产品范围来扩展其品牌形象。不幸的是，这导致了混乱的品牌形象，而不是强大的品牌形象，并在2003年和2004年造成了严重的财务损失。第三，本文探讨了乐高公司最近为了将粉丝带入公司而进行的尝试。品牌及其产品。本部分主要关注Mindstorms 2.0和Mindstorms NXT，目的是说明用户对乐高产品开发的参与度有所增加。

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