The new CEO is trying to keep Lego relevant to a generation of children whose obsession with screens has left physical toys less popular.
The man running Lego A/S wants to merge the toy maker's iconic building blocks with digital gadgets to help revive a slump in sales.
"We see this as a way of keeping children interested for a longer time, also for later age groups," chief executive officer Niels B. Christiansen said in an interview. "We are doing a lot in this area and we want to do more."
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