When my grandfather, Ole Kirk Christiansen, started producing wooden toys in 1932, his maxim was "only the best is good enough." Way back when my grandfather coined this phrase, it was basically a statement of quality referring to good workmanship. So, the LEGO toys were carefully crafted and given three coats of paint - quite unusual in those days. Today, however, "quality" has a much broader dimension, and what really sets companies apart is the value and thinking behind the actual product. LEGO products are still produced with the greatest attention to detail, based on research into children's development stages and play patterns. All LEGO branded products are conceived to stimulate children in various ways. On their own, the products are only the raw material - they cannot come to life without the vital spark of a child's creativity and imagination. Whether it is a LEGO set, a LEGOLAND park or a LEGO software game, the experience is never passive entertainment - the child is the main actor and learns while playing. Children are our vital concern. Our aim is to stimulate children to become masters of their own lives - not by giving them finished solutions, but by giving them tools to manipulate and challenges to solve, and by enticing their natural curiosity ... the same way they are learning through life.