From Bricks to Bytes: Lego’s Journey into the Digital World
For millions of adults who grew up building Lego sets, the company’s shift towards digital experiences may feel like a disruption to cherished childhood memories. However, despite these feelings, the change is inevitable and already in full swing.
Lego’s Digital Legacy
Lego bricks have been part of video games for nearly 30 years. Since their debut on the Sega Pico in 1995, Lego-themed video games have expanded to include over 80 titles, selling more than 200 million copies. Some of the most popular games have come from partnerships with big franchises such as Star Wars, Marvel, and Harry Potter, even if not all of these games were critically acclaimed.
Major Investments and Collaborations
The success of these collaborations has encouraged Lego to invest heavily in the digital realm. In 2022, the Kristiansen family, who owns Lego, invested $1 billion in Epic Games, the creators of Fortnite. Just a year later, they released “Lego Fortnite,” pitched as a rival to Minecraft. The game quickly gained a large audience, with Lego claiming it has reached 83 million people.
More Digital Ventures on the Horizon
Lego isn’t stopping there. The company plans to continue developing in the digital world. “We will continue to develop in the digital world,” Niels B. Christiansen, Lego’s CEO, told Bloomberg. “It’s not new for the Lego Group to do partnerships and license agreements, and it’s clearly our ambition that we will do more.”
Other Toy Giants Join the Digital Wave
Lego isn’t the only toy company diving into the digital space. Hasbro has found new success with smartphone apps, including a digital version of Monopoly that became the fastest mobile game to gross $3 billion in revenue. Mattel also saw great success with their Barbie brand, with the 2023 Barbie movie becoming the highest-grossing film of the year. They even launched a Barbie phone to capitalize on the movie’s popularity.
Mixed Feelings About the Digital Transition
While some people, including kids and adults who love digital versions of their favorite toys, are excited about these new digital ventures, not everyone feels the same. Some adults worry that if digital experiences become too profitable, physical toys might one day disappear.
Even though some of us may feel nostalgic for the tangible toys of our past, it’s clear that the digital era is here to stay. Whether we like it or not, the new era of digital toys is attracting fans of all ages.
