THE BRICKSTORY

Exhibit Design

A History of Play

CHALLENGE

LEGO, founded in 1932, has evolved from a beloved childhood toy to a multi-billion-dollar global brand, inspiring creativity and joy across generations. However, despite its massive influence, much of the public remains unaware of the brand's rich, fascinating history or how the original LEGO brick has shaped the company’s success. Existing LEGO exhibits largely cater to younger audiences, focusing on contemporary events and play experiences. There is a significant gap in providing an educational, nostalgic experience that honors LEGO’s 90-year legacy, and the only in-depth historical museum is located in Billund, Denmark—accessible only to a limited audience. The challenge is to create a public museum experience that not only educates visitors about LEGO’s history but also honors the brand’s nostalgic impact on generations, while appealing to a mature, family-oriented audience.

INSIGHT

There is a growing interest among adults to explore the rich history of iconic brands, and LEGO holds a special place in the hearts of those who grew up with it. Adults, parents, and professionals, particularly in their late 20s and early 30s, are keen to revisit their childhood memories and share them with their own families. A museum dedicated to LEGO’s journey—one that blends nostalgia with education—would attract this demographic, providing an enriching experience that goes beyond just play.

SOLUTION

The Brickstory: A History of Play, is an immersive museum at LEGO's US headquarters in Boston, Massachusetts. Celebrating LEGO’s 90-year history, this exhibit will showcase the evolution of the LEGO brick, the iconic minifigure, and the brand’s cultural impact. Modeled after the LEGO Idea House in Billund, it will be the first public museum of its kind, offering a fun and educational experience for both adults and families.

Visitors will explore LEGO’s journey through chronological exhibits, interactive displays, and historical timelines, highlighting key milestones from the creation of the first wooden toys to the iconic plastic brick. Blending history with creative storytelling, The Brickstory will provide a meaningful, engaging experience for all ages.

Key Benefits

An engaging educational museum that brings LEGO’s 90-year history to life for an adult audience.

Public access to the company’s history, presented in a way that resonates with both children and adults.
A fun and enriching family experience that combines nostalgia, learning, and interactive play.