The Lego Group, a privately held company based in Billund, Denmark,
began manufacturing interlocking toy bricks in 1949.
I visited the shop in Vimmelskaftet.
In the shop I witnessed a very successful experiential marketing case. The costumers - and their parents - are invited to touch and play at a variety of stations.
To taking the experiences further, interesting, fun and relevant activities - are available to encourage participating. Shop assistants are eager to take pictures at the exhibitions or at the interesting shopfitting (no need for selfies!)
and back home in Jonathan's room . . .
boys will be boys.