The boss of Lego has said the toymaker is developing digital games and tying up with more traditionally adult brands such as Nike and Formula One as it competes with social media to keep tweens interested in the brand.
The company, known for its colourful plastic building bricks, said it is increasing investment in online play including building its own development team. It has tripled its number of software engineers since 2022 and launched a successful tie-up with the online game Fortnite.
