The sound of digging through a box of Legos

It’s like digging through a treasure chest.

Legos are more than building blocks. Lego’s are bigger than what Legos actually are. People obsess over them from the moment they open the box on their birthday. And you can tell when a box has Legos in it.

Off-brand Legos don’t compete. You can tell by how they look, fit, and feel. Good marketing and user experience design know how to play to your senses.