LEGO launches "bygge hygge"

I just noticed a new section on the official LEGO website for an initiative they call… "bygge hygge"! Does it remind you of something?

So, that kind of saves me the effort of explaining the name of this blog to my audience as LEGO just did it for me! I had a plan to write a post about the name since I started the blog, and I guess now is a time as good as any.

In short, "hygge" is a Danish word that roughly translates to cosiness (or coziness for you Americans out there). And "bygge" is a word meaning building in Danish as well as other Scandinavian languages. I live in the south of Sweden, with Denmark just across the bridge, so Danish has influenced the local dialects here a lot.

Years ago I was working with web development at a communications agency, where a team of my colleagues did a project for a client touting good working conditions in the building industry. I came up with and jokingly suggested the name to the creatives, but needless to say they went with another headline for their campaign.

It was around that time I found my old LEGO at my parents’ house, and I thought the name would be suitable for a blog about LEGO. So I registered the domain names, and eventually Hyggebygge was launched.

So that’s the story of the name. I can’t help wondering if the LEGO team would rather have called their initiative "hygge bygge" but they found it already taken by me, I think my name has a better flow to it. But maybe a native Danish speaker would disagree?