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Lego's CEO on the business case for play
As digital innovation reshapes the toy market, the BBC's Executive Lounge meets with Lego's Chief Executive, Niels B Christiansen.
The name 'LEGO' is an abbreviation of the Danish words leg godt meaning "play well" and at its heart is the iconic brick, a basic interlocking building block which remains practically unchanged since it was first patented in 1958. Niels B Christiansen joined Lego as CEO in 2017, of what was already the world's largest toymaker, and has continued the firm's ascent, out-selling Japanese video game conglomerate Bandai Namco, and major American toy and entertainment corporations Hasbro and Mattel. Still headquartered in the small town of Billund, it was founded as a family-owned business ninety years back, and Lego's vast campus reflects its playfulwork culture.
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