LEGO
LEGO makes interlocking plastic bricks and building sets, with a system designed so every brick made since the sixties still fits.
Chunky rounded headings in sentence case, large and cheerful. Body copy is plain and readable by a child and an adult at the same time.
show a rendered build as if it were a photograph
suggest a set is only for boys or only for girls
market with pressure or urgency to children
There is no wrong way to build it.
Playful, encouraging and never condescending. Speak to the builder, whether they are six or sixty.
Children who build, and the adults who buy the sets and increasingly build them too.
+Building it wrong on purpose
+Play with no instructions
+Bricks that still fit the ones from 1970
×Play that has one correct answer
×Gendered toy aisles
×Screens replacing hands
would die on
Children learn more from the build they invented than the one on the box.
