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Ages 14 and up. Well, I mean, technically speaking, that’s accurate. I could still be at this stuff when I’m 90, and it’d be OK, right? I’m still an adult. I still have a mortgage, kids, grocery bills and one eye on the thermostat. “What’s in the box?” my wife inquired, somewhat suspiciously. This is the Lego group’s latest, highly successful ploy to pry money out of the wallets of people who grew taller, but perhaps not all the way up. It’s a perfect storm between the bedroom wall pinup and the nostalgic toy of so many youths: a Ferrari F40, made of Lego. It’s like Christmas on a Tuesday, that telltale rattle of little plastic bricks shifting around and instantly transporting you to your family’s living room, smelling the pine-tree and shaking the presents experimentally. With roots stretching all the way back to the late 1950s, the plastic Lego brick has been a mainstay for children of all generations. The company first started making wooden toys in the 1930s, moved to a patented plastic brick system in 1958 and began exporting toy sets to North America in the 1960s.
And then, in 1962, they produced their first wheeled set. Currently, Lego is the world’s largest producer of rubber tires. They’re toy-sized, naturally, but according to the good people at Guinness World Records, not even Goodyear makes as many round ovals as the Danish toy juggernaut. Over the course of the last two years, Lego produced over half a billion tires and wheels, making them the biggest rolling game on the planet. The first playset to feature the red and black rough-treaded wheels we all remember was Set 400. In typical old-school Lego fashion, it showed a number of vehicles and buildings you could assemble from bricks: a fire-truck, an old-fashioned car, and a forklift. Save for imagination, there were no limits. Many people don’t remember that Lego actually produced cars even before this – cast plastic pieces in HO-scale, equipped with turning wheels and already fully assembled. They’re worth a fortune to collectors today, ranging from tanker trucks to Volkswagen Beetles and Microbuses.
The VW vans are particularly valuable to collectors, as they were often used as promotional giveaways by companies like Phillips and Esso. However, it was the introduction of wheels you could fit to anything you created that really got the cogs turning. A decade or so later, a Shell-branded F1 car arrived – Set 392, released in 1975 – but dozens of young minds had already put together their own fanciful high-speed machines, as well as any number of cement-mixers, front-end-loaders, and possibly stuff with rockets and wings and trees attached. At the end of the 1970s, the familiar Lego mini-figurine emerged, and suddenly we had a pit-crew and drivers to go with our creations. Anyone who has seen The Lego Movie and felt a pang of nostalgia at the classic space figurine’s broken helmet will no doubt recall strapping a blue, red, white, or yellow spacefarer into something with plenty of rockets, big wheels, and a tiny steering wheel. Along with the usual cars found in the City playsets, Lego began expanding its range to include other brands.
Shell Oil was a partner right from the 1950s, and because of that association, you could buy a Ferrari F1 car in 1997. Following the success of this and other branded sets, Lego began producing Ferrari-themed toys regularly. One particularly outstanding set included the Ferrari Scuderia truck, which came with an opening trailer, F1 racer, and a full race team with tools. If you’ve wandered down the Lego section of a toy store of late, looking for something for the kids or grandkids, you may have noticed a somewhat disturbing trend. While there were only a few specially-licenced sets in the past, these days everything from Minecraft to The Simpsons has its own line. Care to build Homer’s pink generic sedan? It’s there in faithful detail right down to a rumpled fender recreated in blocky detail. The reason is simple: Lego’s patent on their interlocking blocks expired in 2011, leaving them vulnerable to competition. However, the company moved quickly into licensing agreements that would protect their brand – and it’s worked.
Once, the Ferrari association was a strength for Lego; now you might argue that it’s the other way around – Lego is rated the No. 1 brand in the world, with Ferrari now rated ninth or so after the departure of Luca di Montezemolo. Licencing hasn’t come without a cost. Notably, Lego’s longtime association with Shell Oil came under fire from Greenpeace last year. Protests were staged, and Lego eventually capitulated, promising not to renew its contract with Shell after more than a half-century. Further, there are those who bemoan a loss of creativity in play. Lego sets are now made seemingly to be assembled and then displayed, rather than destroyed and rebuilt time and again. But that’s not necessarily the case. Looking through the galleries at any major Lego fan site around the world, and you can find all manner of unbridled creations coming together. Luca Rosconi, an Italian Lego fan, makes some incredibly detailed racing cars, everything from Niki Lauda’s Ferrari 312T to a six-wheeled Tyrell P-34 with working suspension.