A group essay on how LEGO went international while staying one brand. It starts with how the company entered foreign markets. Germany came first, won by selling only to shops that put the bricks on display. Then came a licence to Samsonite for the United States and Canada, regional lines such as Minitalia in Italy and OLO in Japan, and factories built close to the largest markets. The second part is the brand and what it adapts country by country, from regional exclusives and minifigures to the stores, LEGO Education and LEGOLAND.

The last chapter is on sustainability. It sets LEGO Replay, which collects used bricks and passes them on to children in need, against Hasbro’s toy recycling programme, pros and cons side by side.