00:00Thank you for listening.
00:33A place where A-Folds come together, no matter where they come from, no matter which language
00:40they speak, no matter which they believe in, they have just one thing in common and that's
00:46the love for the brick.
00:48And so we are happy to welcome all kinds of A-Folds, so like of course the ones who are
00:56building their own mocks or if they just collect things or you know, it's totally unspecific
01:05but it's just, the goal is to bring friends together.
01:28Years ago when I was at work and colleagues would say, what did you do over the weekend?
01:32I would say, oh I cycled or I played tennis, I would be a little bit ashamed to say I
01:39played,
01:40not ashamed but I would be careful not to say that I was doing my Lego in my basement because
01:44they would have looked at me as a bit bizarre guy.
01:48And years after when Lego became more known to the grand public with the movie, Lego movie
01:55was the first big step and then all the things on the television, Lego Master, it became more
02:00open to everybody and you say I'm doing Lego, I'm doing things like this boat or with my
02:05friends, we're doing a lot of things.
02:07It's, you become kind of a star, right? So it's completely different in the last 20 years,
02:14it changed completely.
02:26This is not a fad, this is really a long-term trend. Adults and teenagers are proud of saying,
02:34I am collecting, I'm buying toys, aren't you? And you always feel odd if you will not,
02:42because this is really becoming mainstream through what Lego calls passion points.
02:48So maybe your thing is, I don't know, cars. So you would buy the Lego cars or Formula One.
02:54Your thing might be sports, so Lego has a set for that with the football.
02:59Or you might be into music, they even did a Spice Girls set for those who remember the Spice Girls
03:04a long time ago.
03:05So Lego is targeting every single passion point you might have.
03:10The one I want to eat is the only one.
03:13The one I want to eat is the only one.
03:15Oh, so I'm doing the Lego runs on the line.
03:17See?
03:17See?
03:18See?
03:19See?
03:21See?
