Connecting the Bricks of Successful Loyalty: How LEGO® Built the VIP Rewards Program on Fun, Creativity, and Inclusivity
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A wooden duck is not what most people think of when they hear the name LEGO, but that was the first toy the brand launched. Abbreviated from “leg godt” — meaning “play well” in Dutch — the LEGO Group was founded over 90 years ago in Billund, Denmark by Ole Kirk Kristiansen. Originally a producer of wooden toys, the company invested in injection-molded plastic in the 1940s, eventually patenting its iconic LEGO brick in 1958. (Exciting update! The LEGO....

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