Niels B. Christiansen: Leading LEGO, Competing in the Digital Age, and Shaping Creative Minds
In Good Company with Nicolai Tangen
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Building Bridges: The LEGO Legacy
This chapter explores the pivotal role of parents in introducing LEGO to children and the intergenerational impact of play. It discusses brand perception across different regions, particularly the Scandinavian familiarity versus lesser exposure in Asia, while emphasizing LEGO's values of creativity and personal expression. Additionally, the chapter examines the balance between digital engagement and traditional play, alongside the innovative environment in Billund that fosters creativity among LEGO designers.
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