This popular line of construction toys is a privately held company based in Billund, Denmark. The Lego Inc. flagship product, Lego, is colorful interlocking plastic bricks. Lego bricks can be assembled to construct vehicles, buildings, and even working robots. Other accessories include gears, mini figures, and other parts.
The manufacturing of interlocking toy bricks began in 1949. Lego subculture includes movies, games, competitions, and six amusement parks called LEGOLAND.
Lego operates 90 retail stores: 68 in the United States, 13 in the United Kingdom, 9 in Germany, 6 in Canada, 2 in France, 1 in Austria, 1 in Belgium, and 1 in Denmark. Lego stores are also part of Downtown Disney shopping complexes at Disneyland and Walt Disney World Resorts as well and in Mall of America in Bloomington, Minnesota. In 2010, a Lego retail store opened in Lima, Peru. Each store’s opening prompts a weekend-long event in which a Master Model Builder and kid volunteers create a larger-than-life Lego statue, displayed at the new store.