In 2004 Lego was all but bankrupt and its target audience, children, had fallen out of love with it. The company faced extinction. Playmobil licked its lips. Fast forward to today and Lego’s revenue has gone from $6.7bn to $55bn Danish krone. It has five stores in London alone, one of the world’s most recognisable logos, and a catalogue of film, game, book and clothing merchandise. Its audience, moreover, now includes adults, whether the adults admit it or not.