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Lego develops digital games and brand tie-ups in effort to keep tweens interested
The Guardian
|March 12, 2025
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.
Denne historien er fra March 12, 2025-utgaven av The Guardian.
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FLERE HISTORIER FRA The Guardian
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