Lego Direktion  15,012,2005 © Niels Aage Skovbo, FOKUSThe Toy Book (TTB): How has the success of The Lego Movie helped to transform the entertainment and merchandising arm of Lego?

Søren Torp Laursen (STL): We are thrilled that The Lego Movie captured the attention of so many people around the world last year, serving as an anthem for creative building that drove families to pull out their existing Lego collections or try one of the Lego sets that we had on shelf. While we do not have ambitions to become an entertainment company, we know that storytelling and content—be it film, TV, YouTube tutorials, or fan-generated animations—is an important way that we create relevance while inspiring new ideas for play time. The movie was a perfect validation of our belief in the power of stories, and we look forward to deeper relationships with our content partners to continue to enhance what we do best in delivering fun and creative building sets that inspire children to become their own storytellers.

TTB: What’s the oddest or most creative product request you’ve received from a consumer?

STL: We are amazed by the creativity of Lego builders—even more so by the things they’d like to build. We hear from thousands of fans each year with every request you can imagine and even the ones you can’t—from the obvious things like popular TV and movie franchises and sports mascots to the more obscure, such as replicas of famous inventions and collegiate buildings. The beauty of the Lego system is that we offer thousands of unique elements, making it easy for anyone to build whatever they’d like to see. We have also created a way for fans to bring their dream Lego set to life through Lego Ideas, a crowdsourcing platform where fans submit their proposals and if they receive 10,000 supporters, their creation moves into official consideration to become a real Lego set. Lego Ideas has helped us to create sets such as the Lego Ghostbusters Ecto-1, Lego Back to the Future Delorean, and Lego Research Institute.