Legoland lies in Windsor, close to the iconic Windsor Castle. It’s a must-visit for anyone with even a passing interest in the Lego brand. Over the years, Lego has grown into a highly coveted name: much like Star Wars, Apple, Nike, Google, or Hoover, brands so influential that their names have come to define entire categories.

I once visited the Lego store at the V&A Waterfront in Cape Town. What struck me was the number of older adults enthusiastically buying Lego sets for themselves, more so than for children. Why? Because Lego has evolved into a brand that anticipates your desires before you even recognize them, and then fulfills them perfectly. It caters not just to needs, but to a deeply ingrained desire to create, collect, and build simply for the joy of it.

On our visit to Legoland here in the UK, we were reminded of how far the brand has come, from “kiddies’ toys” to a world of imagination for all ages. Lego no longer targets just children; it speaks to the child that still lives in all of us.

Let go and accept it, we are all just children of differing ages.