Godtfred Kirk Christiansen one of Kristiansen's sons, had grown up with the family company and eventually became the junior managing director of LE.GO. Upon returning, from a toy fair in 1954,Godtfred and a co-worker had a conversation during which they realized that no system existed to connect different products or items in the toy industry To Godtfred this represented a key opportunity to design a new structured system of toy products, selecting the LEGO brick as the best company product with which to create what he referred to as the ''LEGO System of Play.'' The idea behind the LEGO System of Play was that each and every LEGO brick should connect to each other not just within one set but across multiple sets. A 'Town Plan' series with 28 building sets and eight vehicle sets was developed and released. The strategy was simple but important: each additional LEGO set obtained by a child increased the amount of LEGO bricks that the child had available to build with, thus more sets equaled more creative opportunities. The different Town Plan models included LEGO bricks as well as various plastic people, trees, .vehicles and road signs. In order to help market the product to children parents, the sets were creatively designed in collaboration with the Danish Road Safety Council to help teach children about traffic safety. Godtfred commented on the LEGO system of Play our idea is to create a toy that prepares the child for life, appeals to the imagination and develops the creative urge and joy of creation that are the driving force in every human being