Kjeld Kirk Kristiansen, owner and CEO, announced at the press conference in Billund on Thursday a change of direction, including, among other things, that the future growth strategy will not be based on big, movie-related IP’s such as Harry Potter.
This does not mean that the company will exclude that kind of stories and themes, but just that the growth should be based on the fundamental products, where sales do not to the same extent go up and down, depending on whether or not there is a new movie this year.
The LEGO Company’s core products are not only the original bricks but also all other products which challenge children’s imagination and creativity.
Hearsay has it that a product range like LEGO MINDSTORMS is no longer in focus. This is not true. On the contrary, MINDSTORMS, CLIKITS and BIONICLE are all good examples of products the company wants to stake on.