The Sacramento Bee: “Step carefully – Lego contest winner at work in Folsom”

The love of those little toy bricks has made it part of American folklore.

Yes, folklore.

“I sing a song to my child, and she sings it to her child – that’s how folklore happens,” said Paul Kurnit, a marketing professor at Pace University in New York who ran advertising for Hasbro for nearly two decades.

“Monopoly is folklore – it’s a really complicated game, and if it were invented today, it’d be a dud,” he said. “No one has that kind of time to invest in a game. But everyone knows how to play Monopoly. Lego is one of those products too.”

Toy-industry/marketing/branding expert Paul Kurnit discusses why a toy like Legos has managed to keep kids captivated for more than 80 years … and why it will still be a sought-after toy 20 years from now.