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Lego's insolent domination of the toy industry

Published on December 22, 2024 at 5:51 p.m.

10 mins. reading

A multipurpose room like so many others in French-speaking Switzerland. The first snow at the end of November covered it with a fine snowy fluff, the work on the roads allowed the exhibitors to delicately bring in their treasures. For a weekend, the traditional green floor motley with yellow, red and black bands intended to mark the sports areas practiced by the students of the college next door becomes discreet. It is supplanted by a multicolored tide of another ilk.

Tens of thousands of small Lego pieces are displayed on the tables carefully set up by their owners to the delight of the hundreds of visitors who flock to Concise. It is in this Vaudois village which overlooks Lake Neuchâtel, about ten kilometers from Yverdon-les-Bains, that has taken place every year for seventeen years – with an inevitable two-year break during covid – Swissbriques, a very popular meeting place for French-speaking fans of the famous Danish brand.

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