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Lego is one of those companies that you wouldn’t necessarily associate with technology. Its core brand ethos, after all, is about inspiring imagination and play in both children and adults alike. It’s a tactile product in an increasingly digital world.
Of course, there have been brand extensions and partnerships; we’ve seen films, video games and apps all of which utilise the Lego brand in a different, more modern, way – but the core toy has always stayed true to its fundamentals.