The LEGO Group has opened a new office in Copenhagen for up to 400 employees who will be focused on developing the toy brand’s long-term digital ambitions. The Denmark-based brand is already in the ...

“Becoming a digital consumer goods company is our ambition,” says Atul Bhardwaj, Chief Digital and Technology Officer of The Lego Group, in a not entirely predictable statement statement — coming from ...

The new sensor-packed Smart Play Brick will land this spring as part of a special Star Wars collection. The update adds interactive lights and sound to the Lego experience—including the minifigs.

Lego’s target audience of children is more digitally connected than ever before, and this multi-year investment shows the company is keenly aware of that. “The Lego brick will always be the heart of ...

LEGO Fortnite debuted on December 7, 2023, as a game mode within the larger Fortnite app. A Minecraft-esque open world experience, the game launched without any physical LEGO sets to support it, which ...

Lego is piecing together plans for future growth in its digital and online operations after announcing a record year for sales. With families seeking ways to keep entertained at home, Lego’s toy ...

Lego and UNICEF have released a set of design guidelines targeting game developers to better promote children's wellbeing during digital play. The Responsible Innovation in Technology for Children ...

Lego has debuted a new holiday campaign that shows families coming together to create their own worlds with the building blocks. The fully integrated campaign will include TV, digital, out-of-home and ...