A large LEGO Classic Creativity Box costs about $65, and allows children to build a medium-sized multicolor house. Using the same $65 we can buy 3 licences to Minecraft, a game mentioned above which allows players to build entire cities. Even though LEGO may try to use the hype connected with particular digital games as they did with Mojang (Minecraft original creators), the threat that digital entertainment will eventually take over the children’s market is real.
Minecraft
Summary
It is difficult to predict what type of future lies ahead for LEGO. Undoubtedly, they have many strengths and many opportunities, so the aggressive strategy is the best shot for now. But, on the other hand, many threats which do exist have not yet been dealt with by the company’s strategy.