Lego wants space in the digital market and plans launch in the metaverse

The focus is on the digital market, and, according to Lego CEO, Niels Christiansen, the idea is to inject million-dollar investments into the new era of the internet. To the Financial Times, the executive commented that they are “doing a lot of things on the digital side”. 

“That’s where we are increasing investment. We know very well how to immerse consumers in the Lego universe in stores. We are working hard to create this feeling of entering the universe of the Lego brand also digitally”, said Niels.

Lego announced its plans last year to create a safe metaverse for children. Lego's investments reached around US$2 billion in Epic Games.

The announcement of the partnership addresses a problem that the Danish toy company has to face. With more and more digital natives, children are spending much more time in front of the screen than physically playing. In this way, Lego's bet is to merge what is already a success in the physical environment with what is trending in the digital environment.

Lego had an increase in revenue last year

Recently the Curto News published that Lego's revenue increased in 2022, exceeding US$9 billion.

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