Sun, Mar 16, 2014 - Page 14 News List

Lego to build on hit film to defy digital threat

By Svren Billing  /  AFP, BILLUND, Denmark

Lego hopes this will help it tap greater talent pools and bring it closer to emerging markets where future growth will come from.

While many in the industry say the future of toys is digital, Lego is confident it can continue to see off the challenge. The firm has let partners develop video games for various consoles for its toys.

Traditional Lego toys and digital applications “can coexist, that’s my strong belief,” Knudstorp said.

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