Lego longevity driven by loyalty of local blockheads

Danish toy firm's canny digital innovation leads to record growth as it nurtures users into adulthood

10th March, 2017
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Dave Fennell's Lego model of Dublin's Convention Centre which took nine months to complete Pic: Getty

With over 400 Lego billion bricks in circulation worldwide, the business has adapted nimbly to the digital era through development of apps and computer games.

The praise of celebrity fans as diverse as footballer David Beckham, actors Mark Wahlberg and Brad Pitt, and singer Britney Spears has also cemented the brand's standing.

“Our growth is moderating now to what we would call sustainable growth,” chief financial officer John Goodwin commented.

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