In an interview with The Wall Street Journal, Lego CEO Mr. Knudstorp spoke about the future of plastic bricks in a digital world. JENS HANSEGARD reports on how the Toy Maker’s Focus for Growth Is Now Directed Toward New Markets
WSJ: Another competitor for children’s attention is the boom in digital play. How does Lego compete with iPads and other digital devices?
Mr. Knudstorp: Lego videogames are some of the biggest titles in children’s videogames. [But] we have no desire to leave our physical brick. We’re looking for exciting ways to encircle the physical building experience, and online gaming, videogames, console games are all part of that. I don’t see it as a contradiction.