Lego, the well-known Danish toymaker identified worldwide for its brilliant plastic bricks, has set itself the aim of increasing its leisure providing into new digital markets. The corporate nonetheless plans to develop into the metaverse and is partnering with recreation engine firm Epic Video games to create a digital world.
Fortnite developer Epic Video games introduced a partnership with Lego final April. The 2 firms plan to create a family-friendly metaverse for teenagers to get pleasure from “immersive, creatively inspiring and immersive digital experiences.” That very same month, Lego and Sony invested $2 billion in Epic Video games.
βWe do a whole lot of issues on the digital aspect. That is the place we improve funding. We all know very effectively find out how to immerse customers within the Lego universe in shops. We’re working very laborious to create a way of coming into the universe of the Lego model additionally digitally.
Lego CEO Niels Christiansen instructed the Monetary Occasions.
in 2022 Lego income rose 17% to $9.3 billion. USD, and web revenue elevated by 4% to 2 billion. USD, though they confronted challenges attributable to elevated prices of uncooked supplies, vitality and transport, the FT reported.
In keeping with the FT, Lego may even arrange new factories in Vietnam and the US by 2024 and 2025 respectively to reap the benefits of progress alternatives exterior of Europe. After opening 155 shops final yr, the corporate has elevated the variety of Lego shops to 904.
Many toy manufacturers face challenges in attracting youngsters away from digital units. With the growing use of know-how and accessible digital video games, youngsters are spending extra time in entrance of screens than ever earlier than. This development has affected the standard toy business, making it more durable for firms to promote bodily toys and video games. Consequently, toy manufacturers like Lego are exploring new methods, comparable to creating new merchandise, together with the metaverse, to remain aggressive and have interaction with youngsters who’re drawn to digital units.
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