In a 1970s advertisement for Lego, a small girl holds up a free-form construction, made up of a jumble of different types of bricks and figures. She is wearing a blue T-shirt,blue jean overalls for women, and her red hair is plaited. The ad features the caption ''What it is is beautiful'', in a call to parents to harness their children's creativity and expression with the endless potential of one of the world's most popular toys.