1.20 乐高： 玩转新创意.docxVIP

【1.20】

1.20每日一篇|熊猫外刊精读

Lego：Toyingwithnewideas

CantheDanishcompanystaycoolandgogreen?

【1】TheVenusDeMilo;“MonaLisa”;?250?skulls?ona?mirrored?wall;asix-metreTyrannosaurusrex.Youcanseeallthisandmoreat“TheArtoftheBrick”,a?touring?exhibition?currently?inBerlin.ItistheworkofNathanSawaya,aformerlawyer.Hischosenmedium?Legobricks.

【2】Lego?guards?itsbricks?jealously.EarlyinMrSawaya’sartisticcareer,theDanishtoymakersenthima?cease-and-desist?order.(Nowa“Lego?certified?professional”,hebuildswiththefirm’s?blessing.)AtLego’sheadquartersinBillund,inDenmark,“masterbuilders”workbehind?tinted?windows,?hidden?from?prying?eyes.ThisyeartheEU’sGeneralCourtruledinLego’sfavourina?trademark?dispute?withaGermancompany.PandaForeignMagazineIntensiveReading:RespectforOriginality,PiracyMustBePunished

【3】“Wearethemost?reputable?brandintheworld,sowewanttobesuper-carefulwithourreputation,”saysNielsChristiansen,Lego’schief?executive.Whenyouaretheworld’sbiggesttoymaker,thatreputationreliesonkeepingyourcustomers—youngandold—enchanted.MrChristiansenalsobelievesitwilldependonmakingLego’sbillionsof?plastic?bricksinawaythatisfriendliertotheplanet.

【4】Legodidnotbeginwith?plastic.Itsfounder,OleKirkKristiansen,startedthefirmin?1932?asamakerofwoodentoys,truncatingleggodt,Danishfor“playwell”,toformitsname.Hepatentedhis?plastic?bricksin?1958?(anddiedlaterthatyear).Twoyearson,afterafiredestroyeditswooden-toy?warehouse,Legochoseto?stick?withonly?plastic?bricks.PandaForeignMagazineIntensiveReading:RespectforOriginality,PiracyMustBePunished

【5】Legonearlywentunderin?2003-04?after?branching?intotoomanyareas,suchaschildren’sclothesand?dolls.JorgenVigKnudstorp,whobecamechief?executive?in?2004,soldits?theme?parksandrefocusedthefirmonbricksand?articulated?“minifigure