"If there was no Lego in Billund, there will almost be no Billund... Lego is Billund, and Billund is ..." — Jorgen Vig Knudstorp

Lego allows all levels of complexity. But a child can do their own thing at any level. They can built a pirate ship, for example, and then mash it up with completely different things.

The Lego children and fans are highly engaged people, so they expect a high degree of interaction with us. If you go to YouTube... we were told by Google last year that we are the second most-watched brand of all brands.

I don't buy this premise that the number of minifigures needs to be an equal amount to be gender neutral. Nobody makes artistic products like that; nobody makes a movie and says there has to be equal numbers of men and women.

I don't like stuff that can only go into one set; I want stuff that can be applied across sets. It's a more real Lego building experience. And, of course, it's the same from a manufacturing point of view. I want elements that are universal; that gives me the best economics and best utilisation of the mould.