"I don't like stuff that can only go into one set; I want stuff that can be applied across sets. It's..." — 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.

Children need to move to develop their brain; it's a natural urge. That's why boys will run after a ball and play soccer despite how many video games are available to them, and they can't help themselves from building with Lego bricks as well. They want to be creating something that's uniquely their own.