The Lego Star Wars videogame, for example, allows users to explore a Lego world and take part in quests. "Here you have a category [videogames] where many parents
perceive it as not really creative and not very good for their children, but when it becomes Lego, the parent says 'Okay, now I feel comfortable, since it's Lego plus Star Wars,'" he tells Kim
Hjelmgaard.
Knudstorp, a former kindergarten teacher and McKinsey consultant, was named CEO in 2004 in the midst of a steep sales decline at the company. He compares the deep engagement Lego requires to reading a book, saying it teaches children to be systematic, creative problem solvers. "We call it 'fun, but hard fun,'" he says.
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