Lego CEO Jørgen Vig Knudstorp, speaking with Jens Hansegard:
Hansegard: You’ve done a few, small designer collector sets with Minecraft, a popular block-building videogame. Now, we’ve been told that something bigger is coming up. Is this true?
Knudstorp: Minecraft is a very fascinating game because it offers a great construction-like experience. We’re very happy to work with the company. Making Lego Minecraft products was one of the biggest wished-for items and they have done very, very well in the market. That’s why we are expanding our offering. That’s all I can reveal right now. We think it’s a very exciting opportunity for us.
I’ll say. That’s going to be massive.
Shut up and take…you know the rest…
WSJ: Legos are built to exact specifications. That’s generally kept competitors’ products at a far remove. Will manufacturing advances in the developing world change that?
Mr. Knudstorp: Operating a global supply chain with a global assortment of extremely high quality [toys] with literally zero product recalls and exacting chemical standards that comply with global chemical regulations—even the modern European Toy Safety Directive—is something of a feat. We’re very proud that we’re capable of that. Our operations are a major competitive advantage.
You can copy one brick, surely, but doing 50 billion in the way we do, and also in an economically feasible way, is quite a feat.
The only thing missing from his answer is “bitch” at the end.
Also, at the Tribeca Film Festival right now is Beyond the Brick: A Lego Brickumentatry. If you’re a fan of Lego, it’s a must see. If you’re looking for a story of a large traditional toy maker finding success in the digital age it’s even better.