Lego is building up its capability to make its own video games as the world’s largest toymaker invests heavily in developing its own digital play experiences alongside its bricks and mini-figures.
The Danish toymaker had outsourced its video game studio as well as theme parks and other non-core activities after its brush with bankruptcy two decades ago.
But Niels Christiansen, Lego’s chief executive, told the Financial Times that after a strong period of growth, in which its revenues doubled to $10bn since 2019, it was adding new digital capabilities to its core physical toy business.
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