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It's late 1957 in an office at the LEGO Factory in Bill and Denmark.

37-year-old Gottfried Kirk Christiansen reaches across his desk for the next set of quarterly sales reports.

Gottfried is LEGO's junior managing director, and as he flips through the dense pages of figures and statistics a smile of satisfaction plays across his face.

LEGO's revenues have increased sharply, and the impressive growth is all bound to the little plastic building bricks that Gottfried recently rebranded as the LEGO system in play.

Yeah, come in.

Gottfried's smile fades though, as his younger brother, 31-year-old Gerhard, enters the room carrying a large cardboard box.

Gottfried knows that Gerhard feels increasingly on the periphery at LEGO. He's head of the Wooden Toys division.

It's the oldest part of the business, but since LEGO's plastic bricks have taken off, the Wooden Toys Gerhard overseas have fallen by the wayside.

Oh, Gerhard, what can I do for you?

Well, it's something I want to show you. It's a new toy I've been working on. I think it'll be LEGO's next big hit.

From the cardboard box, Gerhard starts pulling out long rectangles of wood.

They have circular holes drilled in them at regular intervals, and Gerhard lines them up side by side on his older brother's desk.

And he grabs a handful of plastic nuts and bolts from the box and places them in a pile beside the wood.

You see, it's a construction set. You fit the wood together using the nuts and bolts, and you can build whatever you want.

Gerhard quickly starts connecting some pieces of wood together with the plastic nuts and bolts.

You see, this connects to this, and then you can add a piece here, and you have a simple crane.

You could even add some string to it, so it really lifts things up.

He gives Gottfried a triumph at look. I'm calling it Bilofax. What do you think?

Well, it's a neat idea, Gerhard, but you know we're focusing on LEGO bricks now.

I think we're putting all our eggs in one basket there. What if sales of the bricks start to drop?

What if competitor brings out something better? It's all a big risk. No, no, it's the opposite.

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