Play On

It's mid-Summer and although the schools are still out, the sun hasn't always been. 

The saving grace for indoor play? Lego.

From the Danish phrase "leg godt", which means "play well", Lego began producing plastic toys in 1947.

In 2002 Lego changed its slogan from "Just Imagine" to (this week's Pure Slogan of the Week) "Play On" as part of marketing change designed to focus on the importance of playing for a child's development and growth. 

The past two decades has seen Lego move into other play-areas, including video games, magazines, amusement parks and movies, becoming one of the world's most recognized brand. 

And to think that, as with every single Lego model ever made, it all started with just one brick.