LEGO in the '70s

[RobExplorien]

Not only did I upload this for preservation of the pages, but also to give you an inside look into a probably not very known LEGO catalog from 1974. This year saw the introduction of many new sets (to the Netherlands) in the 0-999 series. I don't know how many of you on RRU still have memories from the seventies? LEGO back then was much simpler than in the '90s, as I frequently hear in the other topic of a '90s catalog were '90s LEGO was considered simple and amazingly designed. Minifigures in its trusted present day look did not exist yet, box designs and inner trays were different and the diversity in elements and themes was not very big compared to the present day. How many of you actually own sets shown in this catalog? Do you even prefer '70s LEGO over '90s LEGO?

 

All scanned pages of a Dutch LEGO 1974 catalog are posted below. This catalog contains some interesting images and descriptions, which are worth to take a look at. Prices and descriptions are shown as well at each set (if readable). I know many on RRU are not Dutch, so for the majority of members here, I translated most of the catalog with own knowledge and sometimes dictionary (may still contain a bit of misused grammar or spelling). To give you an example of the retail prices of these sets back then:

f1,00 (gulden) = €1,38 (euro) = $1,81 (USD dollar) = $1,85 (CAD dollar)

And these prices are calculated with the 1974 exchange rate to present day exchange rates (not certain about dollar exchange rate back then though).

 

Here's the catalog:

Front page:

Minifigure: "Hey. Play along."

Description: "Never before did LEGO release so many new things at the same time. This little book shows you all the possibilities."

 

Page 2:

"With LEGO, you build your own toys"

"Every child has the need to create something. That way they can express themselves in a way they can't yet verbally. They can draw, paint, dress up, build sandcastles and play with blocks and bricks. Anything that's possible with their imagination and little hands.

LEGO is a good example of creative materials in contrary to ready made toys.

With LEGO, you build your own toys. Your own imagination determines how it will look. While building, your imagination receives new impulses, just like the body regaining energy when eating. That's why creative play and good nutrition are equally important for the development of a child.

You only have to give your children the right materials for each stage of their development. LEGO did think about that too."

"Choose the right LEGO for the right age"

"Every new box contains a symbol for each stage of a child's development. Thus easy to determine which set to buy for your child:

A : for boys and girls from 1.5 years old. B : easy building for boys and girls from 3 years old. C : for boys and girls with experience with LEGO.  D : for boys and girls with much experience with LEGO."

 

Page 3:

"Large bricks for small fingers. LEGO DUPLO for toddlers."

"We are all born with creative talent. Thus LEGO has a whole series of bricks for the little ones: LEGO DUPLO. Big, thick bricks in fresh, bright colours for the clumsy toddlerfingers. After a while you notice that the large bricks fit wholly with the smaller LEGO bricks. Dad and mom can just continue with buying you the DUPLO bricks. You never grow to old for them."

 

Page 4:

"Continue playing with the basic sets. Build whatever you desire."

"The basic sets are the core of the whole LEGO concept. They contain large amounts of bricks in many different shapes and colours. Further more, trees, windows, doors and wheels. You can just build whatever you want. That's what LEGO is about."

 

Page 5:

Lower right description:

[table]

Basic box 2 3 4 5 6 7 8

Elements 130 175 230 260 330 400 650

[/table]

 

Page 6:

"There we are. We are LEGO minifigures."

"We find this the most important news of the year. We bring life to a lot of children's games. We can sit and stand up, hold each others hands or hold LEGO bricks. We can become bigger and slimmer, but taller and smaller too. We fit anywhere you need minifigures. In short: we fit with all your LEGO games. LEGO Memo = more possibilities. These 3 boxes contain 1 or more minifigures and many basic elements for simple models to give your collection more options."

 

Page 7:

"A new kitchen or bathroom? Or a complete new doll's house?"

"Take a basic set and build a complete house with LEGO. You can furnish it just the way you want. There even is a complete furnitureset available. There is so much to choose from. Take a gander."

 

Page 8:

"A house to build, play with and expand."

 

Page 9:

"Those are LEGO's buildings. Fantastic buildings, jolly buildings, endless buildings, and many more. If you're done with the first building, then rebuild it into another designed building, just the way you do it. Every box contains complete building instructions."

 

Page 10:

"Build a lorry, play with it, destruct it, build another one, and drive"

"Every car, lorry or aircraft from this collection has many smaller details. They will never bore you. If you already have LEGO, you can expand and change your collection no matter how much. Take a look at all the new models."

 

Page 11:

"Ships that conquer all seas."

We had never thought LEGO ships would become so popular in such a short time. (They've only been around for a year.) Now already does LEGO sail across all seas on this world, pools, ponds and bathtubs, but floors as well. All to do is to put wheels on them then."

"Heavy trucks, just like real ones."

"Open the truck's door and take a look inside. Or lift up the claw of the mechanical excavator. Everything works just the way it should, and it rarely occurs that you outgrow LEGO."

 

Page 12:

"The only train you can build yourself."

"Other motorized trains are ready made, but a LEGO train can be changed or expanded. You can change it into an intercity express or a classic old steammachine. LEGO has trains for all ages. Form push-trains without motors to battery-running trains traversing tracking points, signal-posts, houses, trees and people. Going to stations where they stop out of themselves."

 

Page 13:

"Electric trains - (12 volt)"

 

Page 14:

"Train expansion sets."

"New boxes with technic elements."

"LEGO in 'motiono'

 Machines, bulldozers, tractors, gas stations, cranes or wells. Technical systems which look as if real. Now available from LEGO. Cog wheels, u-joints and rubber tires, to just name some. But you really don't need to be an engineer to build these models. It's very easy. Every box contains accurate instructions."

 

Page 15:

"The-stand-a-good-deal-engine. To play with."

"If you combine this engine with LEGO, you can set stuff in motion. Vehicles start to drive, tractors to pull, trains to move and gears twisting."

"A place where almost everything is build out of LEGO is no more fiction. You can have lots of fun there. There is a drivers' school, an indian village and a doll's museum. There are cowboys, restaurants, games, boats en helicopters. LEGOLAND is open from May till October and worth a visit when on a holiday in Denmark or Northern Germany."

"Still missing something? You can find it here"

You can see for yourself which spare parts to get. Everything you need to build something big. It would be a pity if you couldn't complete your house, because you might be missing a few roof tiles."

 

Back page:

"Why do children continue to play with LEGO?"

"When you're still small, you could spend hours just trying to get two bricks to interlock. Suddenly, they do. An amazing moment."

"When you turn older, you can do almost anything you imagine, imagination is infinite. Well, at least enough to play for hours on."

"The older you get, the more you can achieve. A crane should look like one, with rubber tires, pulley block hook and hoist. Now you've reached the stage where you could play on for days."

"And why do kids always want more LEGO?"

The answer is simple. Everytime you get a new LEGO set, all bricks inside can participate in any model you make. You start to build bigger, complete new things, and your imagination rules the bricks."

"LEGO is for both boys and girls"

LEGO is a universal toy for boys and girls. Everything fits with each other. Over 1.500.000 Dutch children play an average of 50 to 150 times a year with it, for many years on. Because LEGO goes in a row with your imagination.

LEGO-for children from 3 years old.

DUPLO-for children from 1.5 years old."

[Olivus Prime]

I obviously never experienced 70s LEGO thanks to growing up in the 90s, but I've seen a lot of it through books, older photos of LEGOLAND Billund, and a box of older LEGO that my Grandparents have. Like you say, it seemed like a much simpler time for the brand, but in an exciting way. In fact, a lot of the sets actually look slightly more realistic than the mainline sets of today, with much more detail at a smaller scale.

[ExtremeDude2]

I'm surprised at some of the parts they had then

[Aokpisz]

That's cute.

I have quite a few bulk bricks from that time period, you see the maxi-figs(the ugly giant headed ones with bricks for feet)? I have like 4 of those.

[Tracker]

The 12 volt system.  Lasted until the 90s if I am not mistaken.