Lego wants to boost digital operations

Lego is looking to bring in hundreds of computer experts to expand its digital games and online sales operations.

Lego wants to boost digital operations

Lego is looking to bring in hundreds of computer experts to expand its digital games and online sales operations.

The company wants to speed up digital plans after 2020 saw its fastest sales growth since 2015, with a new 'Super Mario' set blending physical bricks with online gaming proving particularly successful.

The Danish toymaker has also released Vidiyo in collaboration with Universal Music, which lets kids make their own music videos using special effects and filters.

Lego boss Niels Christiansen told BBC: "For the past two years we've made large-scale investments in initiatives designed to support long-term growth.

"Music is a massive passion point and it's a very immersive space. We have a lot of exciting plans. We will be also looking, listening and understanding how kids engaged to see how we can build on this." – LEGO CPMO Julia Goldin discusses LEGO VIDIYO. https://t.co/GUNjgSeBTl pic.twitter.com/6RF8INLNp9

— LEGO (@LEGO_Group) March 10, 2021

"We are accelerating our digital transformation. This is a big investment area for customers and suppliers."

While the beloved classic brick will remain at the heart of the company, the brand is looking to embrace a changing world.

Neils added: "[Every 2.77 seconds] someone uploads a Lego creation to our digital platforms that they have created and want to share.

"The Lego community is based on the brick, but this shows there is no limit to where we can take this...

"Today's children are growing up in a digital world and they effortlessly blend online and physical play."