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.
Last summer when I visited my hometown, I looked at the shelf in my old room and saw a spaceship made from LEGO blocks standing next to various books. It was fascinating how quickly I connected these combined pieces of plastic with my happy childhood memories. The spaceship wasn’t a model designed by LEGO creators — it was a compilation of dozens of other sets put together by me as a symbol of my own creativity.
I have never seen a brand which is so powerful and which evokes such strong emotions. It is an asset which I believe cannot be overestimated. This very basic foundation of LEGO helped the company to overcome their biggest crisis ten years ago.
LEGO is now stronger than ever. The company’s profits are continually raising — however the times are also changing rapidly and the company should do the same by seeking the new opportunities.
The very same summer that I was in my hometown, my nephews were spending their vacation with their grandma. On the one hand, they didn’t play using my LEGO blocks, and they didn’t have their own. They played video games on their tablets and watched clips from Minecraft on YouTube. But, on the other hand, I truly believe that they would love the new LEGO Movie.
Maybe the future of LEGO will not be related to plastic blocks at all — what do you think? Share your thoughts in the comments section!