Lego Crosses The Digital Divide

Heaving learned from its own mistakes, Lego is embracing technology on its own terms, putting kids—and the fun of building—first.

With licensing agreements with Hollywood's biggest franchises, a wildly successful film series of its own, and original product lines that have spawned television and Internet tie-ins, Lego is experiencing a boom that makes its brush with bankruptcy over a decade ago seem like an alternate reality. Plus, it still lacks any real competition in the interlocking-building-toy field. The company does what it does, and it does it really well. That's why, unlike the rest of the toy industry—or the world, for that matter—Lego isn't tripping over itself trying to integrate accelerometers or Bluetooth or Internet of things functionality into all of its product lines to get kids' attention.

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