LEGO, the beloved toy brand known for its colorful bricks and imaginative play, is embarking on an exciting new venture into the realm of video games. Niels Christiansen, the company’s chief executive, recently shared insights with the Financial Times regarding LEGO’s strategic shift towards developing its own gaming projects. This marks a significant evolution in LEGO’s approach, as the company aims to enhance its creative capabilities in the digital space.
Building a Digital Future
Christiansen articulated a vision where the LEGO brand transcends traditional boundaries, offering engaging experiences for children of all ages, whether in digital formats or through physical play. “We can definitely say as long as we’re under the Lego brand we can cover experiences for kids of all ages, digital or physical. [Games development in-house] is something we’re building up,” he remarked, highlighting the company’s commitment to innovation.
In a landscape increasingly dominated by competitors like Fortnite and YouTube, Christiansen emphasized a measured approach to investment. Rather than overextending into new areas, he expressed a preference for thoughtful, strategic investments that align with LEGO’s long-term vision. “We have made quite a few investments in the future — I’d almost rather overinvest. That’s the benefit of being family-owned and long term,” he noted, reflecting on the unique advantages of LEGO’s ownership structure.
Historically, LEGO has collaborated with external developers, such as TT Games, to produce its video game offerings. However, the company appears poised to take a more hands-on role in game development moving forward. While there is no definitive word on whether LEGO will completely sever ties with third-party partnerships, recent collaborations, including a notable partnership with Epic Games for LEGO Fortnite, suggest a dual strategy may be in play.
As LEGO charts this new course, the industry will be watching closely to see how the iconic brand leverages its rich heritage and innovative spirit to captivate the next generation of gamers.
