world put at the top of their wishlists.” Lego, based in the small town of Billund, started producing its plastic bricks in 1949 and became a staple children’s toy around the world by the 1970s. But the group lost its way and was on the brink of collapse in 2003. Knudstrop took over as chief executive, ending 70 years of family rule, and ditched hundreds of surplus products to refocus the business on its trademark bricks. The company opened its first factory in China in April and opened an office in Shanghai to spearhead expansion in the world’s second- biggest economy.