Jeff Bennett's Blog

Lego, the Danish toy maker, has revealed plans for an entirely new product range — digital cameras and music players.   We are big fans of Lego – great quality for so many years.   At first thought this sounds a bit of a stretch to me for the brand, however, in this world digital experiences are coming earlier and earlier.   Rather than let Wii release a Lego-killer maybe this is step one in a more expansive strategy.

Lego, a family-ownded firm based in Billund, Denmark, was established in 1932.  It has won legions of fans for its simple, snap-together building brick system that allows children to make everything from cars and boats to planes, spaceships and castles.  The new product line will be aimed at children aged between seven and 11.  These products might appeal to older gadget fans as well.