I thought this might be a fun discussion. How can a website rank for a term without having that term on their website?

For example, a website called strictlybriks sells building bricks and base plates (compatible with Lego blocks) and does not mention the phrase 'lego base plates' anywhere on their website. However, they're ranking as position 8 for 'lego base plates'!

How is this possible or achieved? I'm guessing that their ranking for 'baseplates' is really good and it just happens to rank for 'lego baseplates'.

On a side note, Lego requires that no one use the term Lego or Duplo on their entire website including metadata or even in concealed information.