Lego also has one important force on its side in its battle to globalise: parents in emerging markets, just like those in the rich world, are convinced that the company’s products are good for their children. Grown-ups everywhere welcome it as a respite from the endless diet of videos and digital games that their offspring would otherwise consume. Chinese adults, including those very grown-up ones in government ministries, hope it will provide the secret ingredient that their education system sorely lacks: creativity. “The Lego Movie” may be providing the company with a welcome boost during the toy industry’s post-Christmas doldrums. But Lego’s long-term success rests on the way adults feel reassured at buying a toy whose roots lie in an age before video games, mobile apps and toy-themed films.
