Samsonite was an American manufacturer of LEGO sets which introduced the very first USA LEGO catalog for Christmas of 1961. LEGO and Samsonite created a partnership to produce and sell LEGO in the US. The result was a 9-year license for exclusive North American distribution rights. Samsonite began marketing sets under the name LEGO by Samsonite in the US in 1961 and Canada in 1962.
1970 LEGO Sets
1970 marked a period of transition and consolidation for LEGO. The company began reclaiming U.S. market rights from Samsonite following founder Jesse Shwayder’s death, leading to full control by 1973. In Italy, LEGO responded to import restrictions by launching Minitalia, a localized line produced from 1970 to 1975. The long-running Town Plan theme was discontinued as LEGO moved toward standardized scale and unified play systems. While largely a structural year, these shifts laid the groundwork for the innovations of the mid-1970s.