The Lego Group, a renowned toy manufacturer, is considering venturing into the development of video games internally. This shift comes as part of the company's broader strategy to offer comprehensive digital and physical experiences for children of all ages. The CEO, Niels Christiansen, revealed in an interview with the Financial Times that the company is gearing up to create some games in-house. Currently, most Lego-themed games are developed by external studios through licensing agreements. Notable partnerships include collaborations with TT Games for popular franchises like Star Wars and Harry Potter, as well as with Epic Games for Lego Fortnite and 2K for a racing game. While details remain sparse, this move could signal a significant change in how Lego approaches its digital offerings.

Exploring New Horizons: Lego's Potential Shift to Internal Game Development

In the heart of the global toy industry, the Lego Group has been making waves with its innovative approach to entertainment. Niels Christiansen, who has helmed the company since 2017, recently shared insights into a potential new direction for Lego. During an interview with the Financial Times, Christiansen hinted at the possibility of developing video games within the company. This decision, if pursued, would mark a notable departure from Lego's current model, where most games are crafted by external studios under license.

Currently, many beloved Lego games, such as those based on Star Wars, The Lord of the Rings, Indiana Jones, Harry Potter, and Pirates of the Caribbean, are produced by UK-based TT Games. Additionally, Lego has partnered with major players like Epic Games for the Lego Fortnite game and 2K for a sports racing game. These collaborations have yielded successful titles, including the recently released Lego Horizon Adventures, which adapts Sony’s Horizon series, developed by Guerrilla Games and Studio Gobo.

Despite the success of these partnerships, Christiansen's comments suggest that Lego is exploring ways to bring more control over its digital content in-house. However, specifics about the timing or extent of this shift remain unclear. What is evident is that Lego aims to provide a seamless blend of digital and physical play experiences for children across various age groups.

From a journalist's perspective, this potential move by Lego raises intriguing questions about the future of its partnerships with external developers. It also highlights the growing importance of integrating digital experiences into traditional toy brands. As Lego continues to evolve, it will be fascinating to see how this new strategy unfolds and impacts both the gaming industry and the world of toys.