Europe Is Its Toys #
The Economist’s Charlemagne column has a fun way to judge Europe and understand it in contrast to the rest of the world. It’s an entertaining thought, even if sometimes feels like a stretch.
In the hunt for a distinctive European identity, consider toy brands, such as Denmark’s Lego or Germany’s Playmobil.
These firms may be dwarfed in America by titans like Mattel, but in Europe they are cultural giants, vying for top spots in markets such as France and Germany. In their designs, business models and philosophies, they offer a striking snapshot of European aspirations, anxieties and foibles. (Tellingly, toy bosses see Britain as a case apart, closer to the American market in taste, and showing what they call an “Anglo-Saxon” fondness for heavily marketed novelties tied to films or television.)