EXHIBIT 13 · BUILDING A NORTH AMERICAN MARKET
Before LEGO operated its own North American manufacturing and sales network, it entered the market through an unlikely partner: the luggage maker Shwayder, renamed Samsonite in 1965. Beginning in 1961, LEGO supplied machinery and molds while its partner produced and sold bricks in the United States and Canada. The arrangement expanded the reach of the building system, while regional catalogs, packaging, colors, and production choices gave these sets a distinctly North American identity.
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OBJECT 01 · Samsonite
Medium Basic Set foregrounds the open-ended building system itself. Sold through Samsonite’s North American network, assortments like this invited builders to supply the subject, scale, and story.
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OBJECT 02 · Samsonite
Small Basic Set foregrounds the open-ended building system itself. Sold through Samsonite’s North American network, assortments like this invited builders to supply the subject, scale, and story.
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