I know we got some LEGO fans out there 👀 PrimeDay
CEO Niels Christiansen said that building Lego taps into “endless creativity. You can express yourself; you can try things out and play, and you can build. You can be proud of the creation you have actually done. You can improve it all the time, you can get new ideas. I think that’s what we all like, and often as we have also done here we talk about the Millennium Falcon or the big sets like the Bugatti.
He continued: “You build those, but let’s also remember that most of the Lego buildings, and actually the Lego building that I have really liked most as a child, was really this free building. I think that’s the big, big strength compared to any other toy where you buy something that is more or less finished and then you play with that. Here you get to create what you then will role-play, and you can improve it. And it’s kind of a continuous process where you’re in the driver’s seat.
To conclude, he spoke of the enduring relevance of Lego’s bricks. “Everything shows the brick is probably more relevant than ever. Kids really like this physical play. We also know that parents are very aware of that. I get letters from moms who say, Listen, I’m so happy with this new set. Now my son or daughter has not been playing on the screen for three days, and they have been so immersed into this creation they have done.
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