Lego's Vision for the Future of Play and Leadership

In an interview with the BBC, Niels B Christiansen, CEO of the Lego Group, discussed the evolving landscape of play and its significance for consumers. He expressed optimism about Lego's future visibility, stating that the company aims to enhance its presence over the next two decades. Christiansen emphasized the importance of playfulness as a tool for effective leadership and fostering a positive workplace environment. Lego has expanded its product line to 750 items, with half being new each year, showcasing the company's commitment to innovation. Christiansen noted that while the Lego platform has longevity, the models and applications are continually evolving to remain relevant. He acknowledged that the toy industry experienced a correction after the pandemic surge, yet Lego has managed to grow faster than the market, thriving in both physical and digital realms. Understanding children's preferences, Christiansen highlighted the importance of physical play, which parents also value. He pointed out Lego's strategy to engage with children through various mediums, including video games, while maintaining a connection to the physical world. This dual approach allows for a seamless integration of digital and physical play experiences. Internally, Lego fosters a playful atmosphere, with bricks present even in the boardroom. Christiansen believes that this playful culture attracts creative talent and reflects the company's core values, ultimately enhancing the overall work environment and driving innovation.