Lets go to Lego

The Lego Group, a privately held company based in Billund, Denmark, 

began manufacturing interlocking toy bricks in 1949. 

I visited the shop in Vimmelskaftet.

For the past six decades a global Lego subculture has developed, supporting movies, games, competitions, and six themed amusement parks. As of 2013, around 560 billion Lego parts had been produced. Each with absolute precision.

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.