1960

In 1960, LEGO continued its international expansion and LEGO Finland and LEGO Netherlands were established. This year also marked the beginning of serious advertising and marketing for LEGO. The old boxes featuring the Kirk Christiansen children were also replaced by a new, more contemporary, box design. LEGO and their sales companies would typically out-advertise and out-market the competition and this philosophy continues to this day.

In the beginning of 1960, a warehouse fire in Billund burned down and destroyed virtually the entire inventory of wood toys. After the fire, production of wooden toys was discontinued; the company changed its focus to the plastic building bricks and the System of Play only.