Brick by Brick: Lego's New Building Blocks

Fast Company, September, 2005 by Michael A. Prospero

Depending on which way you drive to Lego's headquarters in Enfield, Connecticut, you'll pass by either cornfields or concertina wire, or both. Every brick of every Lego set that will end up in the hands of any kid in North America passes through this mammoth facility, nestled among farms and three state prisons. It's also the setting for Lego's newest initiative, a program that brings mass customization to a product that, by its very nature, is already mass customized.

Beginning in late August, some of the bricks arriving at this 450,000-square-foot warehouse will travel to a small corner cordoned off by conveyor belts. That's the home of Lego Factory, a new initiative that lets fans decide what they'd like to build and then lets them buy the necessary bricks. Customers...

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