The Lego Group's motto is det bedste er ikke for godt which means roughly "only the best is the best" (more literally "the best is never too good").[8] This motto, which is still used today, was created by Christiansen to encourage his employees never to skimp on quality, a value he believed in strongly.[8] By 1951 plastic toys accounted for half of the Lego company's output, even though the Danish trade magazine LegetĂžjs-Tidende ("Toy-Times"), visiting the Lego factory in Billund in the early 1950s, felt that plastic would never be able to replace traditional wooden toys.[13] Although a common sentiment, Lego toys seem to have become a significant exception to the dislike of plastic in children's toys, due in part to the high standards set by Ole Kirk.[14]
Since around 2000, the Lego Group has been promoting "Lego Serious Play", a form of business consultancy fostering creative thinking, in which team members build metaphors of their organizational identities and experiences using Lego bricks. Participants work through imaginary scenarios using visual three-dimensional Lego constructions, imaginatively exploring possibilities in a serious form of play.[73]
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