"We will continue to develop in the digital world," Niels B. Christiansen told Bloomberg. "It's not new for the Lego Group to do partnerships and license agreements, and it's clearly our ambition that we will do more."
Since debuting on Sega Pico in 1995, the Lego games empire has expanded across over 80 titles and 200 million sales, buoyed by collaborations with major franchises like Star Wars, Marvel, and Harry Potter.
Hasbro has unearthed new riches in smartphone apps. A digital Monopoly recently became the fastest mobile game to gross $3bn in revenues, showcasing the lucrative potential of digital ventures.
I worry about the future for the toys of my past. If digital life proves too lucrative, they may one day leave the physical world for good.
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