Merlin Entertainments operates seven Legoland amusement parks, the original in Billund, Denmark, the second in Windsor, England, the third in Günzburg, Germany, the fourth in Carlsbad, California, the fifth in Winter Haven, Florida, the sixth in Nusajaya, Malaysia[66] and the seventh in Dubai, United Arab Emirates.[67] and the eighth in Shanghai, Peoples of Republic of China.[68] On 13 July 2005, the control of 70% of the Legoland parks was sold for $460 million to the Blackstone Group of New York while the remaining 30% is still held by Lego Group.[69] There are also eight Legoland Discovery Centres, two in Germany, four in the United States, one in Japan and one in the United Kingdom. Two Legoland Discovery Centres opened in 2013: one at the Westchester Ridge Hill shopping complex in Yonkers, NY and one at the Vaughan Mills in Vaughan, Ontario, Canada. Another has opened at the Meadowlands complex in East Rutherford, New Jersey in 2014.[70]
Since 1963, Lego pieces have been manufactured from a strong, resilient plastic known as acrylonitrile butadiene styrene (ABS).[12][30] As of September 2008, Lego engineers use the NX CAD/CAM/CAE PLM software suite to model the elements. The software allows the parts to be optimised by way of mould flow and stress analysis. Prototype moulds are sometimes built before the design is committed to mass production. The ABS plastic is heated to 232 °C (450 °F) until it reaches a dough-like consistency. It is then injected into the moulds at pressures between 25 and 150 tonnes, and takes approximately 15 seconds to cool. The moulds are permitted a tolerance of up to twenty micrometres, to ensure the bricks remain connected.[33] Human inspectors check the output of the moulds, to eliminate significant variations in colour or thickness. According to the Lego Group, about eighteen bricks out of every million fail to meet the standard required.[37] Lego factories recycle all but about 1 percent of their plastic waste from the manufacturing process. If the plastic cannot be re-used in Lego bricks, it is processed and sold on to industries that can make use of it.[38][39] Lego has a self-imposed 2030 deadline to find a more eco-friendly alternative to the ABS plastic it currently uses in its bricks.[40]

Over the years, Lego has licensed themes from numerous cartoon and film franchises and even some from video games. These include Batman, Indiana Jones, Pirates of the Caribbean, Harry Potter, Star Wars, and Minecraft. Although some of the licensed themes, Lego Star Wars and Lego Indiana Jones, had highly successful sales, Lego has expressed a desire to rely more upon their own characters and classic themes, and less upon licensed themes related to movie releases.[48]


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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