The F**ked Up History of LEGO

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The LEGO story - the INSANE history of the LEGO company, including how lego was started, the challenges LEGO has faced as the business grew (and nearly went bankrupt), and the situation of LEGO's business empire today in the toy industry. LEGO was born from fire and death, rising from the ashes to become the billion dollar company it is today. On one hand, the story of LEGO is an inspiring story of tenacity, family love, and quality craft. On the other, it’s a tragic tale rife with controversy, feuds, and sorrow. All these things together went into the creation of the company that makes the bricks so many have grown up playing with. But of course, LEGO is so much more than toy bricks - it’s an empire - they have lego world, lego games, lego movies, and so much more. And the story of how that happened is absolutely insane. Welcome to the untold truth of LEGO - a business mini movie from MagnatesMedia.
00:00 Prologue
00:50 Humble Beginnings (Chapter 1)
02:36 Wooden Toys (Chapter 2)
04:45 Plastic Toys (Chapter 3)
06:17 The Brick (Chapter 4)
09:43 Exciting Opportunity (ReAlpha Sponsor)
11:08 Bilofix (Chapter 5)
12:36 The Highs (Chapter 6)
13:47 The Lows (Chapter 7)
15:29 Healing (Chapter 8)
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LEGO's History Is Kinda F**ked Up...
Why LEGO's History is Pretty F**ked Up...
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[@MagnatesMedia]

Me: Maybe I should make the intros a bit less dramatic Also me: LEGO WAS BORN FROM FIRE & DEATH!! A huge thanks to reAlpha for sponsoring this video. Remember you can invest in reAlpha before the opportunity ends 8th December. If you’re interested, click here: invest.realpha.com/influencers-magnatesmedia

[@MrGreatDude]

great ❤‍🔥

[@MrGreatDude]

I also make dramatic intros and I know how difficult and time taking it is huge respect for you man

[@Sam-rl7rx]

Realestate investors are parasites. Housing shouldn't be a commodity.

[@Battleray]

XD

[@Rebound_pyro]

Do you love lego

[@gg0806]

i’ll be honest, i found your channel when i was looking for something to put on as background noise as i built lego sets. i then realized i should probably pay more attention because your videos are super interesting and i’ve now binge watched almost all of your documentary style videos and some of your other types of videos while i’ve built lego sets. i subscribed because i wanted to see more of these high-quality and factual videos. it’s funny that the first upload i’ve seen since of subscribed is about lego seeing as that’s how i found you.

[@ooledcoda]

absolute chad move

[@LockeAnimations]

Same but I'm a LEGO 3d animator, and I put it in the back for animating.

[@DuolingoMan]

I used as just background stuff in general and I came to the same conclusion

[@andrewmetze9222]

His comment made me sub

[@danielcunningham6727]

Lego is all fun and games until you step on one 😬😂

[@jamiesz2748]

How original

[@Battleray]

XD

[@danielcunningham6727]

@@jamiesz2748 ohh bore off it wasn't a joke it's a fact 🥱

[@null]

I enjoy stepping on it

[@danielcunningham6727]

@@null ermm....whatever floats your boat I guess lol

[@larkfly9273]

I'm danish and I would say most of this story we don't know so this was so interesting! I remember hearing the possibility that he might have stolen lego from the other company and feeling so betrayed. The only things most danes know is that it comes from leg godt and that it's one of our biggest exports. Legoland is a place you visit at least once in your childhood and it's like disneyland for lego. Fun fact Billund also has the second largest airport of the country. So fun and crazy to hear this names and this story being told. Glad you pick cases from all over the world!

[@dgray3771]

without Lego taking on the brick it would never have become what it is today. And kids would not have enjoyed the brick. So even if the first idea of the brick was elsewhere Lego made it work. And it still makes kids happy for generations to come.

[@larkfly9273]

@@dgray3771 that's true, that's a nice way of seeing it

[@gazbot9000]

@@dgray3771 Not only was the LEGO brick an improvement on the 'original', but the original was also a rip-off of rubber based bricks that a variety of companies produced in the 1930s

[@willi4881]

REAL har du set den shark gaming pc der blev smadret

[@larkfly9273]

@@willi4881 haha nej jeg er ikke legoentusiast :)

[@Healthandwealth9422]

The brick that built an empire and the childhood of millions

[@PotatoToon]

I really like the message at the end, he lost his shop 2 times and kept rebuilding it. It was such a sign for what was to come.

[@dylancode]

3!

[@topspot4834]

My son is 19, I'm 43 and my Dad is 80 ... All 3 of us still buy Lego, with my Dad leading the charge. I've purchased probably 300-400 sets in my lifetime (maybe more) and we enjoyed every single one of them.

[@MrMarkOlson]

Cultivating creativity is so important: From Lincoln Logs to Tinker Toys to the Erector Set and mostly to Lego. It is so much fun to be creative.

[@watchaporia]

You taught me that there is much more behind the scenes of your favorite brands

[@trentonrichey8286]

I see these videos as being able to accomplish your dreams if you stick with them🤷🏼‍♂️ kinda cliche though

[@mikewebb7807]

LEGO is an acronym for Lethally Edged Gouging Object😂

[@9balls.]

The accent, story line , this channel is going to be a KZbin premium content in 2023

[@demorbe-official]

finally my guy is back. i was used to frequent uploads from you. in the recent weeks been checking your channel daily to see if there is a new video. your videos are worth watching cause of there quality. keep going man see you soon at greater heights

[@tachi5408]

I am always checking Vsauce, shame he rarely uploads these days..

[@spyj1900]

Turn the notification bell on fellas.

[@danielcunningham6727]

@@tachi5408 I'm sure he has a life outside of KZbin lol just be patient

[@tachi5408]

@@danielcunningham6727 No shit

[@sefini_stephanie]

Like thank God it's not just youuu!!

[@icekitty400]

By making their lego for children and later on finding out it was attracting adults they've decided to target the adult market with a new theme for adults. Got to say for someone who hasn't recently noticed the price of lego sets they are in my opinion very expensive.

[@KCFlyer2]

Same thing here. I wanted a small Lego set for my grandson, but the only affordable ones were a "one off" car or spaceship. The traditional sets were over $100

[@curties]

LEGO has always been quite expensive. I would get a small LEGO toy like a car or something once a year for my birthday. The only "set" I ever got was the one my parents bought at a flea market by chance (it was a full 50x30x30 box of seemingly random LEGO bricks for 50 bucks).

[@oo--7714]

The prices were always high

[@ornu01]

The price has doubled for most sets compared to when I was getting them as a tot.

[@darkscarflame4822]

Lego wasn't part of my childhood, it was my childhood. All I'll ever do was play with Lego. My favourite Lego theme by far was the theme Mars Mission which they sadly discontinued making because apparently the company thought that they didn't want to make "war" look fun. But then it's also showing the concept of greed considering you've got 2 sides (astro and aliens) fighting over energy crystals killing one another. Regardless of why they discontinued it was my childhood and I'm happy that I got to experience it

[@darkscarflame4822]

@@daisy9181 I loved it though, I wasn't a very sociable when I was younger, it was simply a trait I had. Also I have very good parents, hard working parents that I love and care. They have nothing to do with my childhood.

[@shadowhuntagaming]

I am fairly sure the Lego Mindstorms kits were what originally saved the company. From there they reduced the number of kits that had unique pieces and tried to use pieces in as many kits as possible to improve efficiencies on the factory floor.

[@merricksilverwolf5366]

Pretty sure it was the Bionicle line

[@Trympol_the_papaj_killer_2137]

You are so fundamentally wrong, that by sheer ammount of how wrong your sentence are, scientists and linguist had to redefine what "wrong" is.

[@shadowhuntagaming]

@@Trympol_the_papaj_killer_2137 Cool story,.needs more dragons

[@Trympol_the_papaj_killer_2137]

@@shadowhuntagaming I guess you're right. I should've know that best way to teach kids is by entertainment. So tell me child, what type of dragon story I need to craft for you to stop spewing nonsense?

[@shadowhuntagaming]

@@Trympol_the_papaj_killer_2137 42

[@heels-villeshoerepairs8613]

Kudos to the folk who brought us this amazing product and to those who have maintained it! Lego is the best.

[@TheSocioEconomist]

The quality of videos is on another level. You've inspired me to start my own channel.

[@Obi-Wan_Kenobi]

16:04 To be clear, Lego has never partnered with the Dragon Ball franchise and Ninjago isn't a licensed brand, it's an original Lego IP.

[@random-person1]

you know, there is an unusual theme running through your videos. some of the biggest companies around the world were started with very little money, their owners were often from a humble upbringing (or better still, poor) and they invariably went through extreme hardship before finally winning through. i have run 2 businesses, one of which i sold to get out of debt and the other was swallowed up during the covid fiasco. im too old to start again and, i guess more importantly dont have the money to continue. anyway, its nice to see how these companies i have grown up with got their start in life. keep up the good work and i hope your channel continues to grow

[@dentlas]

Another theme is that the creator ofton dies before an insane success

[@beekae8664]

I LOVE your channel. I have been binging your docs for days, since i first found them. So well made, solid work!!

[@rinzlerthegaladiator3565]

Dang bro really well done video! I love watching these lego history videos because I love to see how my favorite company started

[@sidbeckett5655]

Great video as always, but man, that first minute is way over the top!

[@sabirathfarabi3169]

It's great to see you come back on youtube after a while

[@estebanlaguna4580]

Been binge watching ur vids they’re so captivating

[@hmcustomworks5217]

What an amazing Video, editing Is insane. Keep up the good work Amigo

[@metalhead4ever69]

This channel has become one of my favorites. I cant wait for each new video to drop

[@Lyricalist_k]

The Edits,The Story,Formality💯This is just Perfect

[@PARKOURman-zt4ri]

The story for the first 4 minutes is just sad but rewarding later in the future

[@blvkninjv]

Ngl y’all have a really good playlist for your videos

[@Ci-D3]

Your videos always leave me thinking. Very much appreciated.

[@acidfacefuck]

man the editing is insane! good work!!

[@donolivia7501]

Just love all your documentaries thank you for these

[@kevinford9949]

I built my house and became a ceiling fixer and jack of all trains thanks to Lego. I was always building Lego as a kid . I loved space lego .

[@mrdread7892]

Haven’t watched it yet but I know it will be a banger! Edit: It was a banger!

[@bartvader9545]

I love your work in general, but with this story I have to add something that I missed. The main reason that LEGO could resurrect begin 2000s was, yes, because of the new CEO. He 'cut with the crap' and focused back on LEGO itself, which made him the savior, also true. The collaboration with other brands revived LEGO, but why was that? It was purely the idea of the new CEO to inspire and get the attention of the kids who grew up with LEGO in the 70s, begin 80s (LEGO's golden years before the new millennium), which were now adults and left LEGO, because it was just a toy (me included). It was the decision to focus on adults with technically one new line which revived and rescued the company, which was the Star Wars collaboration. Kids who play(ed) with LEGO never lost their love for it, but there was nothing besides kids orientated sets. Technic was a bit of a first attempt to keep kids after their youth interested in LEGO and that's where the new CEO saw the potential. They needed more lines and not only for teenagers, but also for adults. The combo with Star Wars was the golden egg, because that also had a huge fanbase from mainly the 70s, begin 80s and was the same era as LEGO's best era. With Star Wars in LEGO, also the diversification in LEGO blocks themselves came to fruition, hence the details could be way better, which made LEGO sets displayable, and not just toys. With this new adult focused line (and especially the UCS (Ultimate Collectors Series)), they also could charge relatively more for the sets, because they weren't focused (and depending) on kids' spare savings money. This was such a succes that all the other adult orientated lines followed up quickly (Architect, Creator Expert, Ideas, Disney, Marvel etc. etc.), which amplified the cash flow. LEGO became besides a toy, also a hobby for adults, with it's ability for display and collecting. TLDR: If LEGO hadn't focused on adults, who loved LEGO as a kid, back in the beginning of 2000, they would have gone bankrupt and it wouldn't be the powerhouse in the toy business as well as the adult collectibles as it is today. That said, awesome doc again, like always. Keep up the spirit !!

[@Go_40subscribers.]

The darkest part of Lego is the fact that you can step on them 😂

[@WaynesWorldUnlimited]

I remember when I was a boy used to be able to buy a small packet of Lego usually three or four blocks usually all the same colour like a bag of red blocks or green or blue or yellow and then you had to use your imagination to make something with those blocks. That was over 40 years ago. I recently went into a Smyths toy store to have a look my goodness Lego NASA build the shuttle £799 for a box of Lego wha! 😮😮😮 I still remember when technic Lego first came out I’ve got one of the first boxes but I am blown away by the prices today for plastic blocks😮

[@ahetzel9054]

Just watched your Nintendo video, now im here. Absolutely loving this content. Got my sub

[@Malo3447]

Your channel is fantastic. I found it at random with the video on the dominos founder and now i cant stop watching the back catalog. These are great thank you.

[@iamdumbsometimes483]

I KNEW THEY WERE USING LEGO AS CHILD APPORITE BEAR TRAPS

[@Hollowdude15]

The history of lego is so fantastic and great video man :]

[@heathstory9655]

I stumbled across your channel today and I’m on my fourth episode so far. This has been insanely interesting

[@SpruceRBLX]

I love these videos, SO entertaining.

[@WorldofHVAC]

Another banger, can't wait to see the next video

[@fancyme.alter1311]

I know that I got some informative watching to do when I get the notice there is a new video. Thank you

[@Ezopland]

It is really hard to know what to comment when you're early, love you

[@Withoutwaxful]

Ive never seen any of your videos, the youtube gods brought me here. The production value of this video is top notch. Seems like a much bigger channel than it is. Way to go.

[@arthurspivey3587]

This guy knows more about bricks than Pusha T.

[@somerandomfella]

Very in depth compared to other videos I've seen on Lego👍

[@TC6_Original]

Love your content!

[@daMilkMan204]

This video makes me feel like my LEGO minifigures are going to start an evil empire.

[@Cypherpunkgod]

I love your videos keep the good work

[@alphatube1010]

Which software or video editor you use to make this video sir ?...amazing

[@WilliamBillyBobJoe-zy7gk]

I love watching these for I can learn about some random stuff

[@NaufalHS]

The best thing I love about Lego how they amazingly created the Bionicle franchise. I used to spent time getting knowledge about its lore and playing some of its games and I hope to own several Bionicle toys and I still impressed with Lego.

[@360ninja2yt]

I got hand to magnates because his editing style,research,and voice and accent makes it entertaining and informative

[@matthewhocker956]

As an avid Lego history buff, I enjoyed your video. It’s the same story told time and time again, but you included more context than other “professionally” produced videos on tv and streaming services. Visual presentation was solid, though I found some of the non Lego stuff a little jarring. A couple quick notes. Hillary Page was aware of the Lego brick’s existence. They were in production from 1949 onward and proliferated throughout European markets within which Kiddicraft blocks were widely distributed. At one point, the timeline on Lego’s website specifically referenced a letter from Page “wishing them luck.” (Which, for all we know, could have been a sarcastic statement.) Page’s death was quite tragic - he killed himself. Props for including the Bilofix story. The Bilofix name was established in 1959 as a way for Lego to differentiate its wooden toys from its bricks which were exploding in popularity. So Bilofix was all wooden toys at that point, not just the wooden construction toy. It’s worth noting that the wooden construction toy was similar in principle to the future lego product that would become Lego Technic. Bilofix was around through at least the 1970s and was marketed in European and North America markets.

[@kanegermano3257]

A sub for the into! Had me on the end of my seat

[@liliputman]

amazing story!!!♥️♥️♥️

[@motions_king]

This is my favourite video on your channel!😂

[@hanzocloud]

LEGO castle and space was a big part of my childhood from the 90s as well as playing with my brothers sets from the 80s. I’m so happy that lego is still here today where I got to buy a lovely big castle this year

[@danielapetkova3941]

awesome video! I would love to see you make a video on Mattel or Hasbro

[@Battleray]

Your editing skills are 10000%

[@GrimRplayZzYT]

Your videos are always premium quality. I highly appreciate your work. Cheers 🔥👍

[@jimbeaux89]

So ironic that the word Lego is “I put together” in Latin. That’s actually pretty cool.

[@bloxyyt]

great video, really interesting and loved the editing style too although some of your danish name pronounciations were kinda funny

[@rockstargamesconceptual9183]

boy did i miss you magnates media

[@Ekenei]

Let us know when your video editing course is live.

[@Justin-Hill-1987]

LEGO of Denmark even sued Nintendo of Japan at one time over the design of Nintendo's N&B blocks...

[@SamdotEXE]

This channel is insane. Each video is like an episode in a documentary show.

[@1234KeithB]

For real he is outdoing Company Man by a long shot

[@jacobpenkava2980]

I've fallen in love with your channel . Thanks for all of the hard work and dedication your team puts in to each and every video for our enjoyment...

[@raphaelokai5981]

Jxt the intro...Gosh...It's breathing fire!!

[@luisrivas7201]

Estupenda manera de narrar.

[@Test_Tube_Boi]

The Coffee House Crime dude is the GOAT I ain't even realize I was on a different channel until I thought "it's been a minute since I heard dude talk about a murder victim"😭

[@dpruittt09]

The Kung Fu Panda cuts made me smile... always like your content though thanks for putting this out.

[@philipmurphy2]

I like these videos, So interesting.

[@stackswgoh8256]

Yo do a vid about Hershey. It would be awesome to go in depth about it.

[@tinosmo1]

I have been watching your channel for a while now. I got a question lol are there any good companies?

[@fknlit7735]

That damn flame strikes again 🤣 🤣

[@AbroadFacts]

Really Wonderful

[@ivanivan4155]

You probably have the best thumbnails on the entire platform.

[@dogman7412]

lego really had some beef with fires for real

[@Shyl96]

A sin not to mention Lego Bionicles, Lego's homemade IP that played a large part in the Lego technic series and saving the franchise. My childhood would not exist without Bionicles

[@CircleB-ig9mk]

After raising 6 kids, and now having six grandkids.... I literally felt my feet cringe then panic as soon as I saw the word LEGO.🥴😵‍💫😫

[@doragary3717]

Your business will make you rich but investment makes and you keep you wealthy, we all deserve to be successful and have financial freedom, I pray everyone here becomes successful

[@mbalimaka6393]

Assets that can make you rich Cry-pto Stocks Real estate

[@andersonwhiteman751]

@@mbalimaka6393 You're right, it's obvious a lot of people remain poor due to ignorance

[@kelvinpeter8640]

I'm looking for something to venture into on a short term basis, I have about $6k sitting in my savings

[@christianajoe8563]

Obviously trading in bit coin is very volatile and risky to trade that's the reason most traders trade with a company

[@christianajoe8563]

Now is the best time to purchase and invest in Bit coin stop procrastinating

[@MarkezPR]

You know in that Era Someone got their Ass beat for setting the Cabin on Fire 😅

[@pluskvamperfekt69]

I actully owned the bilofix so many memories i have with them. They are were actully quite fun to build

[@stevegek]

So basically, lots of bad luck, still going for it, and trying to shrug off competition as much as possible - as any commercial company does. Meh, nothing wrong with Lego IMHO.

[@Lil_frzy]

Bionicle was also a big part in the healing of lego but thats a whole other story

[@rhuman8672]

Great video. It did miss the bionical phase that saved it from bankruptcy and how it is now so successful that it owns Alton towers.

[@kenkioqqo]

I got here before 1000 views, for the first time ever! Less than 2 minutes in and I'm already excited!

[@cheery-hex]

now that's tenacity!

[@vortex2996]

God was trying to stop the spread of LEGO so he could save us from the pain of stepping on those bricks.

[@grantallison3457]

So right

[@Nellychanelle]

Can you cover one of the big film studios? Like Disney or paramount

[@whatsnewnow4469]

Your just amazing.... Man

[@ImLucky6]

how have i never seen this i’ve seen like a all ur other videos

[@comedianvip]

Not gonna lie I was laughing pretty hard at the dramatic intro over some Legos

[@luhwant]

i didnt get the notif dor this, lates better then never

[@derbness]

In 2017 current owner Kjeld Kirk was at the opening of Lego House in Billund. He was so excited for it. I know hes not the ceo but his excitement for Lego was like watching a little kid

[@DrNahom]

This is way too cool to be free!