Legos: "Hard Fun"

[W]ith only two million households responsible for 50% of U.S. sales, Lego isn't everyone's idea of fun.

The reality is that Lego's appeal is generally with a niche group of brainiacs, a group that includes many adults. Another major Lego challenge is the girls market, which the company has failed to crack.

[Lego CEO Jergen Vig Knudstorp] readily acknowledges that Legos eschew instant gratification, unlike many other toys. The deep form of engagement Lego requires - almost like reading a book, Mr. Knudstorp says - teaches children to be systematic, creative problem solvers.

"Many kids can easily get frustrated with the Lego experience," he says. "We call it 'Fun, but hard fun.' "

-From a WSJ article in the Thursday, December 24, 2009, print edition, on the back page of the Marketplace section.

Guess who's grandson this Christmas got a generous addition to his already respectable and well used Legos cache?