استمتع بـUnlimited مع Magzter GOLD
احصل على وصول غير محدود إلى أكثر من 9000 مجلة وصحيفة وقصة مميزة مقابل
يحاول ذهب - حر
Lego develops digital games and brand tie-ups in effort to keep tweens interested
March 12, 2025
|The Guardian
The boss of Lego has said the toymaker is developing digital games and working with brands such as Nike and Formula One as it competes with social media to keep tweens interested in the brand.
The Danish toymaker said it was increasing investment in online play, including building its own development team. It has tripled its number of software engineers since 2022 and launched a successful tie-in with the online game Fortnite.
Niels Christiansen, Lego's chief executive, said the group was trying to create more hybrid digital and physical experiences as nine-to 12-year-olds were spending more time online. "They tend to grow up a bit earlier and orient themselves towards social media," he said.
هذه القصة من طبعة March 12, 2025 من The Guardian.
اشترك في Magzter GOLD للوصول إلى آلاف القصص المتميزة المنسقة، وأكثر من 9000 مجلة وصحيفة.
هل أنت مشترك بالفعل؟ تسجيل الدخول
المزيد من القصص من The Guardian
The Guardian
Supermarkets Are you shocked at rising food prices at the tills?
Zoe Wood hears how readers are balancing their family food budgets, from buying own brands to cutting right back on the weekly shop
7 mins
October 25, 2025
The Guardian
Do populist leaders always leave countries worse off?
Politicians from all over the globe watch and wait as Argentina's president takes his economy to the brink
7 mins
October 25, 2025
The Guardian
Argentina goes to polls amid currency crisis, scandal and American threats
Voters in Argentina will deliver their verdict on their radical libertarian president, Javier Milei, tomorrow, in midterm elections informed by political and economic crisis and accusations of foreign meddling levelled by Milei's ally Donald Trump.
3 mins
October 25, 2025
The Guardian
Couples flirt and fight in a knockout production
Edward Albee's 1962 drama of two academic couples boozing and bruising for four hours before dawn rings with boxing imagery.
1 mins
October 25, 2025
The Guardian
'A fantastic victory' Plaid voters celebrate as Reform UK fails to live up to the hype
The skies above Caerphilly may have matched the turquoise of Reform UK, but it was the green and yellow of Plaid Cymru that dominated the valleys town yesterday morning.
2 mins
October 25, 2025
The Guardian
Special offer: enjoy your newspaper for less
Over the past 20 years the Guardian has become a truly global news organisation with millions of readers around the world reading us online. But we are very aware that many of our most longstanding, loyal and generous readers are those who regularly buy the newspaper in Britain. On behalf of everyone at the Guardian, thank you.
1 min
October 25, 2025
The Guardian
How does the prince pay? The mystery of Andrew's income
It is one of the mysteries of the modern monarchy - and it's an issue under more scrutiny than ever before. How on earth does Prince Andrew fund his lifestyle?
6 mins
October 25, 2025
The Guardian
'It doesn't stop' A world of trauma in Ukraine's underground hospital
Scrubby trees hide the entrance. A sloping wooden tunnel descends to a brightly lit reception area. There is a surgery unit, beds, cardiac monitors and ventilators.
3 mins
October 25, 2025
The Guardian
'Where are the fighters?' West Bank fears it will be next in Israel's crosshairs
Shadi Dabaya’s body bears the scars of the Israeli occupation. The 54-year-old proudly stuck out his jaw to show the chunk of his cheek torn away by Israeli fire and traced the zigzag scar on his arm, the pink, raised flesh marking the bullet’s path.
3 mins
October 25, 2025
The Guardian
Stark warning for Starmer after election rout in Wales
Repeat of Caerphilly loss in 2026 elections 'could mean the end for PM'
4 mins
October 25, 2025
Listen
Translate
Change font size