by Sarah Herman
Artist Nathan Sawaya poses with one of his works—a LEGO mosaic self-portrait. © Brickartist.com
While the maintenance and development of new installations at LEGO-LAND parks is essential for the continued success of these entertainment centers, as a branch of the company’s marketing department much of the work carried out by Master Builders is dictated by the product lines that need to be promoted, and for the few builders who don’t work at a LEGOLAND location, their job focuses on building specific promotional models for use at in-store events, toy fairs, and corporate functions. Often new LEGO model builders are recruited through Master Builder contests, where after various interview stages, prospective employee finalists are set a series of building challenges, competing against each other under the clock.
Not everyone finds work building with LEGO bricks through this official avenue, however. For a lucky few expert builders and artists, there is the honor of being named a LEGO Certified Professional. These individuals, while not LEGO employees are officially recognized by TLG as “trusted business partners.” They may not be paid a salary by the LEGO Group, but are able to use their title to increase their business profile and legally use the LEGO name when referring to their work. Not only that, but for an annual enrollment fee these professionals can buy bulk amounts of LEGO bricks at a discounted rate. Currently there are eleven people certified by the LEGO Group, and their work ranges from BrickWorld creator Adam Reed Tucker’s skyscrapers and Nicolas Foo’s charming gifts to Beth Weis’s education enrichment program and Nathan Sawaya’s extraordinary LEGO art. These individuals show how, with the right business mind and enthusiasm for the medium, making a LEGO living is possible.
New York–based Nathan Sawaya started sculpting in LEGO bricks as a way to unwind from his high-pressure job as a corporate attorney, but after his work caught the public’s imagination and his website, Brickartist.com, crashed under the strain of too many hits, he realized it was time to quit law and get building professionally. “New York corporate attorneys work over 80 hours a week,” he said. “These days I’m working more hours, but having more fun.” As a freelance artist, Sawaya’s “fun” is derived from building unusual large-scale sculptures, which have been seen on television and in museums around the world. “I love all of my pieces,” he explained. “If asked to pick a favorite, I say ‘the next one!’ I think my sculpture Yellow has become a small part of pop culture. It really seems to resonate with people. I have found it everywhere—on book covers, on album covers, even on a jacket as part of a clothing line.” Some artists would struggle with the restrictions that building with LEGO bricks creates for an artist, with only specific colors and shapes to work with, but Sawaya says it’s all a matter of perspective. “I appreciate the cleanliness of the medium, the right angles, the distinct lines. Up close, the shape of the brick is distinctive, but from a distance, those right angles and distinct lines change to curves.” And even as a child, Sawaya was fully aware of the LEGO brick’s creative potential. “With some other toys, if you lost a piece, then the whole toy couldn’t be played with, but not with LEGO bricks. If you lost one LEGO brick, you just had to be creative and find some other way to build it.”
Many of Sawaya’s large LEGO sculptures seem to defy the laws of nature, physics, and LEGO building. © Brickartist.com
Unfortunately, the title of Certified Professional is not given out easily by the LEGO Group. In order to receive certification from TLG, an individual must demonstrate a certain degree of building proficiency and enthusiasm for the LEGO brand and its building system, as well as have a professional approach toward other LEGO fans and the public. Sawaya’s creations are certainly not easy to build, but if you have the bricks at your disposal, there’s no harm in trying. Here he reveals how to build like a professional.
Nathan Sawaya’s Yellow, 2006 © Brickartist.com
A LEGO lamp, shaped like a giant minifigure, clutches the real deal in its hand—the LEGO world now encompasses so much more than simple building blocks. © Ruben Saldana
When designing a large-scale LEGO build, how do you go about calculating
how many bricks you’re going to need?
You don’t need to. Don’t worry about how many bricks you need—just start building. If you run out of bricks, just buy more. How could you know how many bricks you will need? It is much more fun just to create and see what happens. Does a painter calculate how many tubes of paint he will need before he starts painting? Well, maybe he does, but it seems like a waste of time. I sketch out my ideas ahead of time, so there is definitely a blueprint in place. But of course, changes happen throughout the process. That is the natural part of creating.
How do you get your mind around creating spheres and curves using
such angular objects?
It is all rectangles. Just use them in a stair-step method in order to create curves. But do practice your spheres. If you ever apply for a job at the LEGO Group, at one point during the interview process they give you a pile of bricks and ask you to build a sphere. Then, after a few minutes, they take whatever you’ve built and roll it across the room. If it rolls like a ball, congrats, you can move on to the next part of the interview. If it just sits there, then you have likely built a box and it’s time for you to go home.
How do you know when a build is complete and when to stop adding
to it?
It’s up to the artist. I know that a sculpture is done when it looks just like I want it to. Not a brick more, not a brick less.
What’s your secret shortcut or cheat for creating a specific effect with
LEGO bricks?
Ha! I’m not telling.
Have you ever dropped or destroyed a build accidentally?
Accidents happen, but of course the great thing about LEGO is that anything can be rebuilt again. I had a sculpture of a giraffe at the Turtle Bay museum in Redding, California. A young boy liked the giraffe sculpture so much that he wanted to give it a hug and he tackled the sculpture and took it to the ground. The museum let me know that I would be receiving a box of giraffe parts. But in the end, I was able to rebuild the sculpture.
What tools or essential items should every serious LEGO builder have?
A hammer and a chisel. Oh, and patience.
From the inception of the LEGO System of Play, the small plastic brick was more than just another construction block. It was conceived as part of a bigger plan—a toy that existed beyond the box it was bought in, a toy with endless possibilities. That bigger plan now extends to a whole range of media, platforms, and intentions. Whether being used to teach kids about robotics, featured in an online computer game played by children around the world, or as an artist’s paint box, the possibilities really are endless.
“The LEGO Group has been very good at diversifying, especially now,” said BrickJournal editor Joe Meno. “Keeping relevant has become something that they’ve gotten pretty proficient in. With LEGO Mindstorms and LEGO Universe they are pushing the building experience to places outside the playroom and that is the exact right thing to do. The LEGO Group’s identity is in building, so coming up with more mediums to build in would be the best way to move forward.” And move forward they shall, because it would be pretty difficult to ignore the 400 million children and adults who play and build with LEGO toys every year. “The LEGO Group also has to continue to work with the LEGO building community,” Meno insisted. “Some of the best things built in LEGO [bricks] don’t come from the company!” With fans building more and more sophisticated designs, and the growing communication between the fan community and TLG, the company will be pushed to produce better products and keep up to date with technological advancements if they want to see that number grow in the future. But Meno’s pretty sure nothing’s going to rival the brand any time soon, because underneath all the websites, video games, giant fan conventions, and the marketing machine that runs it all, its simplicity is its worst-kept secret. “The LEGO brick is a simple building system that is sca
lable to the ambition of the builder,” he explained. “There is nothing else like it anywhere. It encourages creativity on a basic level—place a pile of bricks on the floor of a waiting room, and watch what happens. People will play and build.”
Bibliography
Books
Bedford, Allan. The Unofficial LEGO Builder’s Guide. San Francisco: No Starch Press, 2005.
Brown, Kenneth. The British Toy Business: A History Since 1700. London: Hambledon Continuum, 1996.
Clark, Eric. The Real Toy Story: Inside the Ruthless Battle for America’s Youngest Consumer. Free Press, New York: Free 2007.
Fantasia Verlag Gmbh. LEGO Collector: Collector’s Guide. Fantasia Verlag GmbH, 2008.
Fleming, Dan. Powerplay: Toys as Popular Culture. Manchester, UK: Manchester University Press, 1996.
Fraser, Antonia. History of Toys. London: Spring Books, 1972.
Hanlon, Bill. Plastic Toys: Dimestore Dreams of the ’40s and ’50s. Atglen, PA: Schiffer Publishing, 1993.
Istok, Gerhard R. The Unofficial LEGO Sets/Parts Collectors Guide 1949–1980s, Version 3. Gerhard R. Istok, 2009.
Lundahl, Jenny. The LEGO Brick in the Borderzone Between Forms of Protection. Göteborg University, 2005.
May, James and Harrison, Ian. James May’s Toy Stories. London: Conway, 2009.
McClary, Andrew. Toys with Nine Lives: A Social History of American Toys. North Haven, CT: Books, 1997.
McKee, Jacob H. Getting Started with LEGO Trains. San Francisco: No Starch Press, 2003.
Miller, G. Wayne. Toy Wars: The Epic Struggle Between G.I. Joe, Barbie, and the Companies That Make Them. Avon, MA: Adams Media Corp, 1999.
Schoenhaus, Ted and Stern, Sydney Ladensohn. Toyland: The High-Stakes Game of the Toy Industry. New York: Contemporary Books, 1991.
Walsh, Tim. Timeless Toys: Classic Toys and the Playmakers Who Created Them. Riverside, NJ: Andrews McMeel Publishing, 2005.
Wiencek, Henry. The World of LEGO Toys. New York: Harry N. Abrams, 1987.
Websites
http://bioniclestory.com
http://boardgamenews.com
http://brickartist.com
http://brickfilms.com
http://brickset.com
http://business.timesonline.co.uk/tol/business/industry_sectors/consumer_goods/article5826790.ece
http://gizmodo.com http://eurobricks.com/forum
http://isodomos.com/technica/technica.html
http://masscustomization.blogs.com/mass_customization_open_i/2005/08/LEGO_-factory_ch.html
http://news.bbc.co.uk/2/hi/business/4417585.stm
http://pc.ign.com/articles/497/497303p2.html
http://peeron.com
http://ps2.ign.com/articles/692/692888p1.html
http://thetyee.ca/Artsandculture/2009/08/04/LEGOVideo
http://toynewsi.com/news.php?catid=176&itemid=14102
http://women.timesonline.co.uk/tol/life_and_style/women/the_way_we_live/article5372678.ece
http://www.architoys.net/toys/toylist1.html
http://www.azcentral.com/arizonarepublic/arizonaliving/articles/2008/07/26/20080726LEGOs0726.html
http://www.bailii.org/uk/cases/UKPC/1988/3.html
http://www.bme.eu.com/article/Childs-play
http://www.brettspiel.co.uk/2009/07/LEGO-board-games-interview-withcephas.html
http://www.brickarms.com
http://www.brickfetish.com
http://www.brickjournal.com
http://www.bricklink.com
http://www.bricksinmotion.com
http://www.brothers-brick.com
http://www.btha.co.uk
http://www.bzpower.com/story.php?ID=4419
http://www.dailymail.co.uk/home/moslive/article-1234465/When-Lego-losthead–toy-story-got-happy-ending.html
http://www.dailymail.co.uk/home/moslive/article-1234465/When-Lego-losthead–toy-story-got-happy-ending.html
http://www.europeanceo.com/news/home/ceo-profiles/article940.html
http://www.firstLEGOleague.org
http://www.forbes.com/2008/08/12/Lego-earnings-results-markets-equity-cx_je_0812markets21.html
http://www.guardian.co.uk/lifeandstyle/2009/mar/26/Lego-billund-denmark
http://www.guardian.co.uk/lifeandstyle/2009/mar/26/Lego-billund-denmark
http://www.hilarypagetoys.com
http://www.historia.com.pt/Legos/clones/texts/kiddicraft.htm
http://www.independent.co.uk/life-style/gadgets-and-tech/news/warner-brosto-carry-on-making-LEGO-video-games-until-2016-1916339.html
http://www.Lego.com
http://www.Legoland.com
http://www.licensemag.com
http://www.lugnet.com
http://www.minifig.co.uk/default.asp?id=10
http://www.miniland.nl/Miniland/Miniland%20home.htm
http://www.misbi.com
http://www.mocpages.com
http://www.nowgamer.com/features/356/building-an-empire
http://www.nytimes.com/2009/09/06/business/global/06Lego. html?pagewanted=3&_r=2
http://www.readwriteweb.com/archives/most_popular_websites_for_kids.php http://www.strategy-business.com/article/07306?pg=6
http://www.telegraph.co.uk/news/worldnews/1555834/LEGOs-grown-up-fansbuild-global-fellowship.html
http://www.time.com/time/world/article/0,8599,1707379,00.html
http://www.toyretailersassociation.co.uk
http://www.wired.com/geekdad/2009/06/LEGO-for-a-living-conversation-witha-master-builder
http://www.worldbricks.com
http://www3.sympatico.ca/richard.smallbone/postwar3.html
Photo Credits
Thank you to all the people who so kindly contributed their wonderful photos to this book.
Alex Eylar
Alex Howe
Andrew Martin
Ben Pillen (www.flickr.com/benLEGO)
Bjørn Richter
Chas Saunter
Christopher Doyle (www.reasonablyclever.com) David Martin
Eileen Sandá (http://www.flickr.com/eileensanda/)
Fatima Pires Santos
Geraldine and Vivienne Page
Hamid (Katanaz)
Harlen Chen (www.flickr.com/photos/tomichen)
Ian Greig
Jens Nygaard Knudsen
Jeremy Tilston
Jordan Schwartz
Kent Quon
Maxx Kroes
Miwaza
Otto-vintagetoys
Owen J. Weber
Paul Tichonczuk (http://tracer.ca)
Pieter Stok
Richard Ashworth
Richard Wyatt
Ruben Saldana
StreetFly JZ
Thorskegga Thorn
www.brickartist.com
www.hilarypagetoys.com
Index
A
Academy of Interactive Arts and Sciences 257
ABS (see acrylonitrile butadiene styrene)
acrylonitrile butadiene styrene 29, 48, 102
Adidas 217, 218
Adult Fan of LEGO (AFOL) 225, 264– 266, 268–271
Advent calendars 201, 227, 251
Adventures of the Little Princesses, The 156
Adventurers 116, 141, 152, 161, 170–171, 173, 227, 240, 245
Desert 152, 170
Jungle 152
Dino Island 170, 171
Orient Expedition 170–171, 255
advertisements 14, 49, 92, 98, 130, 179
AFOL (see Adult Fan of LEGO)
Agents 171, 206–208, 210
Agents 2.0 207
airport, LEGO 3, 82, 121, 185, 189
Billund Airport 44, 50, 53
Alpha Team 171–174, 177, 206–207, 259
Mission Deep Freeze 172–174
Mission Deep Sea 172
PC game Alpha Team 259
Alpha Team, Hero Factory 177
Amazon 152, 170
Ambassador Program, LEGO 270
animation 44, 178, 219, 221, 234, 237, 241, 267
Ann Droid 142, 14
4
apparel 147, 253
Aqua Raiders 205–206, 209, 210
Aquazone 148–150, 161, 205
Aquanauts 127, 148–149
Aquaraiders 127, 149, 150
Aquasharks 127, 149, 150
Hydronauts 149, 150, 161
Stingrays 127, 150, 161
Architecture 226
Arctic 183
Arctic Action 88
Årets Spil 255
Armada 114, 120
Armstrong, Neil 75, 78
Atari 2600 61
Atlantic Warriors 210, 211
Atlantis 209–212, 253
Australia 42, 44, 268, 270
Australian Outback 121
Automatic Binding Bricks 11, 16–18, 249
Avatar 237–238, 243
Avatar: The Last Airbender 237
B
Baby 163, 222, 234
baby toys 84, 171, 182, 222, 234
Back to the Future 151
Bandai 177, 257
Barbie 45, 153, 156–157
Barrichello, Rubens 213
baseplates 31, 154, 157, 173, 202
Basketball 218–219
Batman 238–239
LEGO Batman:The Videogame 239, 260–261
Batman Begins 238
Bayer bricks 30, 31
Beatles: Rock Band, The 261
Bedford, Allan 270
Belgium 43
BELVILLE 155–157, 166, 234
Cold North 156
Fairytales 156
Golden Palace 156
Hans Christian Andersen 6, 156
Ben 10: Alien Force 241–243
Ben 10: Alien Force 241
Ben 10: Evolution 243
Big Ugly Rock Pieces (BURPs) 272
Bild-O-Brik 13
Billund 3, 4, 6, 21, 32, 39, 44, 48–50, 52, 53, 55–57, 81, 91, 98, 99, 104–106, 167, 180–182, 216, 255, 272
Billund Airport 44, 50, 53
LEGOLAND Billund 3, 50, 52, 53, 55–57, 150
LEGO Museum 6–8, 10, 23, 104
