Lego Making History

Lego‘s 50th birthday was celebrated in January 2008, marking the date the now famous plastic brick was patented by Ole Kirk Christansen. The company was formed in 1932 in Denmark, focusing at first on wooden toys. The name came from two Danish words, “Leg” and “Godt”, meaning Play Well. Production of the plastic brick began in 1949, using an injection moulding machine. Here three print advertisements connect the international toy building block with three moments in history. Heavyweight boxer Muhammad Ali (Cassius Clay) is shown after the first round knockout of Sonny Liston, May 25, 1965. The fall of the Berlin Wall is shown in front of the Brandeburg Gate in 1989. The Tank man is shown standing in front of tanks on their way to Tiananmen Square in Beijing on June 4, 1989.

Lego Muhammad Ali and Sonny Lister bout

Lego Fall of the Berlin Wall
Lego Tank in Beijing 1989
Lego Muhammad Ali and Sonny Lister bout


The Lego Making History campaign was developed at Jung von Matt/Alster, Hamburg, by chief creative officers Armin Jochum and Deneke Von Weltzien, creative directors Fabian Frese, Gotz Ulmer and Daniel Frericks, art director Andre Price, copywriter Sergio Penzo, designers Florian Zwinge and Tilman Gossner, art buyer Bianca Winter, photographer Ragnar Schmuck, producers Claudia Schildt and Fabian Zell, account supervisors Markus Wieser and René Requardt working with Lego PR manager Katharina Sutch, .

  • Jim

    It’s Cassius Clay (Muhammad Ali) standing over Sonny Liston 1964 that you have displayed. Ali never knocked Frazier down. Also Ali fought Frazier in 1971, not 1970. Thought I would clear that up for you.