LEGO lovers have been left stunned after realising what the word really means after decades of adoring the model bricks.
It turns out the Danish toymakers managed to find a clever way to incorporate their brand message into their name.
Despite people enjoying the fun of the interlocking plastic bricks for years, many fans haven't stopped to consider their unusual name.
The four-letter word is a shortened form of the Danish term 'leg godt', which translates to 'play well' in English.
The phrase perfectly embodies the toy firm's mission to create products that could help connect millions of kids around the world.
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Carpenter Ole Kirk Christiansen came up with the concept of the new kind of plaything back in 1932, after stumbling into the industry.
As his business suffered due to the onset of the Great Depression, he turned to toys to provide a much-needed boost in custom.
He formed 'The Lego Group' in his workshop and pumped out cheap wooden trinkets, specialising in yo-yos, pull-along animals and trucks.
The Danish businessman soon realised there was more cash in toys than in carpentry, so he dedicated himself to focusing his products on the development of children.
It was this decision that provided the inspiration for his brand's name, which had become known as simply 'Lego' by 1934.
Ole Kirk purchased the company's first plastic injection moulding machine in 1946, marking the start of a toy revolution.
Lego quickly became - and remains - a hot commodity on the market, among both children and collectors alike.
It currently wears the crown of Brand Finance’s "world’s most powerful brand" and continues to flourish.
But despite being a veteran of the toy, a large amount of Lego fans were unaware of the story behind its name.
One said: "Huh, that's actually pretty perfect!"
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Another added: "Cool little fact - I didn’t know that being a new LEGO collector."
A third said: "Ole Kirk is the true genius of our time."
And a fourth joked: "All I can say is 'well played'."
We previously told how online shoppers were left mind blown after discovering what ASOS stands for.
The web retail giant has become more famously referred to by its acronym over the years.