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LEGO is more than just a childhood favourite; it’s a cultural phenom- enon that sparks creativity and connection across generations. Today, its products are sold in more than 130 countries worldwide. Through con- stant innovation and a dedication to staying relevant, the humble LEGO brick has transformed into a lifestyle brand.
Here, we delve deeper into this beloved brand’s journey, as we chat with Kristian Imhof, general manager at LEGO Middle East, to explore how the company has redefined play and become a symbol of endless possibilities. We’ll discuss the future of LEGO and how it continues to captivate audiences worldwide.
Q How does the LEGO brand balance innovation with maintaining the core elements that have made its products loved across generations?
The core of the LEGO brand is the iconic brick, which has been the foundation of our success for generations. This simple yet powerful element is inherently innova- tive, in that it not only offers endless pos- sibilities for creativity, but it also develops essential skills in kids such as fine motor skills, problem-solving among many more, all supporting their cognitive and physical development. Our approach to innovation builds on this legacy, introducing new func- tionalities and themes while staying true to the values of constructive play that have shaped the toy industry. For instance, while the LEGO Botanicals Collection offers a fresh perspective that caters to adults seek- ing relaxation and joy through building.
Innovation for us also means listening to our consumers and adapting to their evolving needs. By creating products that resonate with different demographics, such as adults looking for a mindful escape, we ensure that LEGO builds remain rel- evant and beloved across generations. This balance between innovation and tradition ensures that while we embrace new trends, the timeless joy and creative potential of LEGO play remain at the heart of everything we do.
How do you see advancements in play, such as augmented reality (AR) and interactive digital platforms, transforming the industry? How is the LEGO brand adapting to these industry trends into its products?
Advancements like AR and interactive digital platforms are transforming the play industry by adding new layers of engage- ment and interaction. These technologies don’t replace traditional play but rather enhance it, creating richer,...