After 20 years of successful third-party Lego-branded video games, Lego is finally stepping into the industry itself, raising ...

LEGO is creating an in-house game development studio to work on future projects, as well as to build new ties to outside brands for potential tie-ins.

“We can say, as long as we’re under the Lego brand, we can cover experiences for kids of all ages, digital or physical.

Best-selling themes include its Star Wars and Harry Potter sets, and Lego Icons such as a Pac-Man set and a Lamborghini.

Revenue at Danish toymaker Lego grew by 13% to 74.3 billion kroner ($10.8 billion) in 2024 as its empire of colourful bricks ...