What treasures can be discovered under the sea? Kids can flex their creativity and role-play skills as they explore the beach or swim around with Disney’s Ariel, Flounder and Sebastian as they imagine familiar stories in new ways. Any fan of Disney’s Beauty and the Beast will love this set. The collectible book toy reveals a complete micro-world to thrill any child as a great Christmas, birthday or anytime gift for boys and girls aged 5+. A riveting cultural history of changing generations’ views of childhood and the importance of play, The LEGO Story also a fascinating case study of how innovation and creativity helped leaders transform LEGO from a small carpentry business into the world’s largest producer of play materials and one of the most beloved brands in the world. Richly illustrated with never-before-seen photos from the family’s private archive, this is the ultimate book for fans of LEGO, revealing everything you ever wanted to know about the brand.

The Lego Story is amazing, and it was fun to see how the company has evolved over the last 100 years. Some takeaways -

Still, there is definitely value here for those who are into these types of stories. Just be warned that it can be a bit dry and it's probably more for people who are hardcore into LEGO and want to know more about the family behind it, perhaps business-types who are curious to see how a brand can change and adapt and evolve with the times, etc. If you're someone who is casually interested, this might not be for you. Like others I was a bit disappointed. I had hoped a little bit more about the product itself, such as how it is decided to engage with pop culture such as Harry Potter or Star Wars, the evolution of these sets, more about the cultural impact LEGO has had on generations of people, maybe even more about the adults who have come to love LEGO. This is very much the history behind the brand, which may or may not be your cup of tea. He was so in debt initially that the first owner of Lego was a woman (Sophie his wife) as she was the only one the bank would give a loan to. Despite this, Lego has battled with having women in leadership over the years.

These beloved micro-characters are great to play with in this set or will make a fun addition to other models. Kids can adventure with Disney Princess Ariel, Prince Eric, Sebastian and Flounder in completely new ways!Open the toy book and the play begins. Easy-to-follow instructions help make building a snap, giving kids lots of creative excitement and the joy of imagining new adventures or replaying well-known ones in the book. A warts-and-all portrait of the famed techno-entrepreneur—and the warts are nearly beyond counting. What fun can be found around the castle? Kids can flex their creativity and role-play skills as they explore the castle inside and out, dream up new stories or go sledding with Disney Princess Anna and Olaf. This book tells the story of how my family built the LEGO brand." —Kjeld Kirk Kristiansen, former President/CEO of the LEGO Group and 3rd generation owner