In Good Company with Nicolai Tangen HIGHLIGHTS: Niels B. Christiansen
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Sep 19, 2025 Niels B. Christiansen, CEO of LEGO since 2017, shares insights into the iconic company's creative strategies. He discusses how LEGO competes for kids' attention amidst digital distractions and the importance of fostering imagination. The conversation highlights LEGO’s commitment to sustainability and innovative product development, including a focus on greener materials. Christiansen also elaborates on his leadership style, emphasizing the balance between creativity and execution, while sharing the magic that connects generations through LEGO bricks.
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Children As Creative Role Models
- LEGO sees children as role models for creativity and building skills that matter later in life.
- Niels B. Christiansen argues bricks help develop brain-hand coordination and fundamental creative drive.
Competing For Children's Time
- LEGO competes primarily for children's time rather than just against other toys.
- Niels warns digital screens make staying relevant much harder for physical play experiences.
Bin Of Bricks Test
- Niels says children's imagination hasn't changed much despite screens and still leads them to build traditionally.
- He describes dumping a big bin of bricks on the floor to watch kids build like previous generations.