This Is Why You Love LEGO®

A fascinating, free-wheeling exploration of LEGO and what makes it such an endlessly fun toy.

The perfect gift book for your favorite LEGO fan, from an expert in play design who spent years conducting research inside the company.xplore the depths of classic LEGO ® Space history!

This Is Why You Love LEGO® is a rare insider’s exploration of why LEGO® is the world’s most beloved toy. Grounded in three years of embedded research within the LEGO® House design team, Jess Rahbek blends insightful analysis with accessible storytelling in this concise, but mighty deep dive.

Rahbek narrates the book via the creative journey of a young LEGO® builder, Theodor, who is making a "space pirate ship." Through Theodor, the book looks at the full range of LEGO® play, from following specific instruction manuals to improvising from only a vague—or no—idea of what one wants to create (what he calls “drifting and shifting”). Along the way, the author also discusses the toy’s Danish roots in the belief in a child’s autonomy, describes how the designers navigate “playful tension,” dissects how the LEGO® play experience actually works, and unpacks the unique design of LEGO® bricks and their inner cylinders.

The first book about the toy to get into the nitty-gritty details of the dynamics of the bricks and the resulting play experience, This Is Why You Love LEGO® is uniquely targeted to the millions of Adult Fans of LEGO® (AFOLs), play industry professionals, and the booming kidult demographic.