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It's early 1997 and at the Lego headquarters in Bill and Denmark, Peter E.O. has a big idea.

He stands in a darkened conference room in front of the Lego executive team, the controls of a slide projector in his hand.

EO is the head of Lego's operations in the Americas, his large

frame, affable manner and well-schooled British accent, belia a sharp business savvy mind.

And today, he's presenting the project he has spent over a year pouring all his energy into.

Eo clicks the projector, and his final slide moves into focus.

It's a mock-up drawing of a Lego character, or minifig.

The yellow plastic and broad smile of these tiny Lego figures are famous around the world.

They've charmed generations of children and their parents.

But this smiling min-fig is

unlike any that the Lego execs have seen before, because this one is dressed in the black

robes of Darth Vader, the iconic villain of the Star Wars films, and carries a tiny

lightsaber. Eo brings his presentation to a close as the lights fade up in the room.

So, in conclusion, I see this Star Wars licensing deal not just as a way for Lego to make a

great series of toys, but as a way to connect with a whole new generation of children.

Eo scans the faces of the executive team.

But instead of the enthusiastic smiles he's expecting, there's a stony wall of grim scowls.

Finally, one of the executive speaks up. Peter, in more than 65 years of making toys,

Lego has never had to license someone else's idea.

We've always encouraged children to create their own worlds, not just to play within existing

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