The original version of this article first appeared in The Business Times. CHILDREN (and adults) around the world have found delight in the art of Lego construction — using these iconic bricks to build anything from Star Wars Starships to whole intricate cities. Play is serious business for the Danish toymaker, which was started in 1932 with a mission to leg godt, that is, to "play well". Each Lego piece is popped out from moulds made accurate to the margin of 0.005 millimetres — 10 times thinner than a strand of human hair. Each piece fits snugly, and a 2-by-2-inch brick can support the weight of 375,000 bricks atop it. That precision and attention to detail create a good foundation for whatever model is being built. So literally, the building blocks matter. And if that matters for a toy company, the same question must surely be asked about how your...