Lego President Talks About Importance of Video-Games
At New York Toy fair earlier this year we caught up with all things Lego and had a chance to discuss games and toys with Soren Laursen, President of Lego US, about the future.
"We believe the digital gaming space is a huge amplifier of the physical play experience, but we don't want the digital play experience to cannibalize the physical play. We continue to explore many different digital opportunities as we are doing right now."
Asking Laursen specifically about the "Toys to Life" category, it was obviously a sector he followed closely. "[Skylanders and Disney Infinity] are obviously competitors, that play experience is very meaningful for children, they love to play in that space. So we are more encouraged by it."
Moving to talk about the wider toy landscape Laursen again had the digital space in mind, "our biggest challenge is to continue to stay close to our core audience and understand where they are moving. For us to constantly to be almost paranoid to be sharp enough to our key stakeholders, children."
More of the Lego interview is available on Forbes.