Starting in the 1930s, LEGO’s founder Ole Kirk Christiansen had created toys using wood and other materials. When a fire in 1960  41  the company’s warehouse containing wooden toys, Christiansen decided to concentrate all efforts on one single product: the plastic LEGO brick. LEGO bricks are not associated with  42 , sex, political viewpoints, or controversial topics, and the company has deliberately sought to develop a “safe” image.  43 , during the last decades this image of LEGO has also come to present a problem, because children increasingly  44  more teenage-like leisure activities, influenced by adult topics circulating in the media. For the growing generation of “tween”-agers, this safe image could easily be synonymous with “  45 .”