LEGO builds for the multimedia future

This event report discusses how LEGO, the toy brand, is embracing the growing number of digital platforms on offer while keeping plastic bricks at the heart of its business.

LEGO builds for the multimedia future

Stephen WhitesideWarc

LEGO makes perhaps the most analog product imaginable: small, interlocking plastic bricks. But for most kids, playtime is an increasingly digital experience, meaning the company must now also rely on generating clicks.

According to Justin Tripp, LEGO's vp/channel development, the organization is now seeking to find exactly the right balance between these two competing forces. One resultant task involves finding new ways to stimulate and entertain children via tablets, smartphones and PCs. Another requires enhancing its ability to tempt them back offline, and into worlds built around its physical products and...

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