Yet my screaming inner infant cant derail the transition.
Our beloved bricks have now been in video games for nearlythree decades.
The biggest hits have come from licensing deals.
Collaborations with Star Wars, Marvel, and Harry Potter have shifted copious copies despite theirdubious quality.
Buoyed by the results, the company has started splurging on games studios.
A year later, the partners released their first offspring:Lego Fortnite.
Pitched as aMinecraftrival, thegamequickly attracted a large audience.
Lego claims that its now reached 83 million people.
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Unsurprisingly, the brick-maker is planning more collaborations.
We will continue to develop in the digital world,Niels B. Christiansentold Bloomberg.
Lego is just the start
Legos rivals have deployed similar strategies.
Hasbro has unearthed new riches in smartphone apps.
A digitalMonopolyrecently becamethe fastest mobile game to gross $3bn in revenues.
Mattel has also earned big bucks in new markets.
In 2023, the companysBarbiefilm was the worldshighest-grossingmovie.
A new Barbie phone aims to piggyback the blockbusters success.
TNWs intrepid reporter, Sion Geschwindt,has high hopesfor the gadget and so do his kids.
I worry about the future for the toys of my past.
If digital life proves too lucrative, they may one day leave the physical world for good.
But that doesnt mean my peers cant embrace the new era.
After all, its not just children who want digital versions of toys.
The reinventions also attract countless infantile adults.
Story byThomas Macaulay
Thomas is the managing editor of TNW.
He leads our coverage of European tech and oversees our talented team of writers.
Away from work, he e(show all)Thomas is the managing editor of TNW.
He leads our coverage of European tech and oversees our talented team of writers.
Away from work, he enjoys playing chess (badly) and the guitar (even worse).
