In a world where digital experiences are increasingly vital, Lego is once again setting the stage for innovation. With a track record of transforming beloved franchises into engaging brick-based adventures—from Star Wars to Harry Potter—the Danish toymaker is now venturing into the digital realm. This move is spearheaded by Lego CEO Niels B. Christiansen, who is determined to replicate the success of Lego’s Fortnite collaboration with Epic Games.
The partnership with Epic Games, which reaches over 83 million players, demonstrates the immense potential of digital experiences to enhance brand loyalty and engagement. Christiansen understands that consumer behavior is evolving rapidly, with a significant shift towards digital interaction among their core audience. “We are increasingly present digitally,” he notes, underscoring the necessity of adapting to this connected landscape.
Lego’s digital ambitions are not new; the company has a history of successful digital ventures, such as the highly popular Monopoly mobile app. Building on this legacy, Christiansen is focused on expanding Lego’s digital footprint. “We will continue to develop in the digital world,” he states, hinting at promising developments ahead.
The vision behind Lego’s digital push is not solely about financial gains. Christiansen recognizes the pivotal role that digital experiences play in securing the brand’s future. By forging strategic partnerships and embracing the metaverse, Lego aims to seamlessly integrate physical and digital play, captivating the imaginations of both children and adults for years to come.
