FEATURE: Lego takes unexpected turn

Lego is making a bold move into board games with a new range incorporating a new ?Build, Play, Change? concept.
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But Lego? Games? It is one of the firm’s boldest ever moves and Kirstin Bates, commercial manager of Lego UK explained to ToyNews how it’s all going to work...

Firstly, and rather obviously, why the move into games?

This has come out of a strategic company objective ­– to actively look for platforms to proactively grow the business. The platform needed to adhere to the mantra of ‘obviously Lego, but never seen before.’ Following an 18-month process of concept screening over 80 different ideas, games was identified as the first of these platforms to be developed. Through concept research, it transpired that games is a hugely popular category with parents and the values of sociability, creativity and traditional gameplay fitted the Lego values perfectly. 

To read the full interview with Kirstin Bates, click here.

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An unexpected turn

Lego is making a bold move into board games with a new range incorporating a new ?Build, Play, Change? concept. But Lego? Games? It is one of the firm?s boldest ever moves and Kirstin Bates, commercial manager of Lego UK explained to ToyNews how it?s all going to work?.

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