"Psychically, the Lego brick is also distinctly calibrated; it operates in a space shared by childhood imagination and parental ambition. For children, Legos allow them to build whole universes to their idiosyncratic specifications. For parents, Legos seem like the vegetable your kid actually requests and then eats in heaping mounds—a toy that's also a building block for future creativity, a mechanics lesson that doesn't feel like schoolwork, a wholesome embodiment of Scandinavian craftsmanship, something tactile in a world that is increasingly pixelated. It is the plastic plaything that even the parent most committed to natural, wooden toys will gladly buy. It is also more popular today than it has ever been, which is a surprise even to some at the company, since roughly a decade ago it was nearly bankrupt."
Genevieve Smith in New York calls Lego "the perfect toy."