LEGO "looking very intently" at 3D printing

Follows reports of Hasbro’s partnership with 3D Systems last month.
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LEGO has revealed it is “looking very intently” at the potential of fans making their own bricks and minifigures through 3D printing.

While the firm’s chief financial officer John Goodwin has clarified that LEGO is not looking at the printing method for its own production process, it is “looking at what potential opportunities there are for consumers.”

He told the Financial Times: “3D printing is a fascinating development and certainly opens up a lot of new avenues.

“We are looking very intently at it and monitoring it, looking at what potential opportunities there are for consumers.”

News that the world’s second largest toymaker is now eyeing the potential of 3D printing follows reports of Hasbro’s partnership with 3D printing specialists, 3D Systems last month.

LEGO’s chief marketing officer, Mads Nipper confirmed that the company was looking closely at the prospects of 3D printing in the new digital era.

Nipper added: “How can we turn this into something that is an opportunity for us? Is it a threat? An opportunity?

“It could well be that it might be an exciting opportunity to print your own bricks.”

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