Stacking bricks is what LEGO does best, but it isn’t the only thing it dabbles in. The world’s biggest toymaker also has a long history in the video games scene, where iconic franchise characters — from movies or otherwise — are transformed into digital block figures.
After years of third-party development, it’s looking to take over the reins with a more hands-on approach. Speaking to the Financial Times, LEGO chief executive Niels Christiansen shared plans to build an in-house video game studio, marking a departure from outsourcing the brand to external parties.
“We can definitely say as long as we’re under the Lego brand we can cover experiences for kids of all ages, digital or physical. [Games development in-house] is something we’re building up,” he said. “We have made quite a few investments in the future — I’d almost rather overinvest. That’s the benefit of being family-owned and long term.”
It’s unclear whether collaborations between the industry giant and other companies will continue moving forward, but it has found success with various crossover projects, including Indiana Jones, Fortnite, and Star Wars: The Skywalker Saga. Other titles, such as Lego Dimensions, Marvel Super Heroes 2, and Jurassic World have received a mixed reception.
The update comes after LEGO reported a 13 percent revenue growth in 2024 to US$10.9 billion, nearly double what it earned in the previous five years. For some, this increased focus on video games may evoke a sense of déjà vu, harkening back to the company’s era of near-bankruptcy as a result of over-investment in peripheral interests. Only time can tell if history will repeat itself (hopefully not, fingers crossed!).
Si Jia is a casual geek at heart – or as casual as someone with Sephiroth’s theme on her Spotify playlist can get. A fan of movies, games, and Japanese culture, Si Jia’s greatest weakness is the Steam Summer Sale. Or any Steam sale, really.
Kevin Low
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