Lego's new CEO to combine apps with legendary building blocks

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."