"The brick can never become Luke Skywalker, but Luke Skywalker can become the brick."

This quote from Alex perfectly encapsulates the reason that attaching Story to a toy set like Lego is an incredible value add. (edit: I mean to say it creates value. oops.) The Story serves as a Point of Departure from which the imagination is unleashed in a play space.LEGO is a constructor that is fanatical all over the world. Museums with incredible figurines, Guinness Book of Records, cooperation with cult films. Even students of the world's leading universities often choose the study of the Lego company as a financial, marketing, and artistic phenomenon for writing a prime essay.