Lego, the world’s largest toymaker, has announced plans to develop its video games in-house, marking a significant shift from its previous strategy of outsourcing game production. This move is part of Lego’s broader investment in digital play experiences, aiming to integrate its physical toys with digital content more seamlessly.

Since 2022, Lego has tripled its software engineering team, bringing the total to over 1,800 employees. CEO Niels Christiansen expressed a willingness to “almost rather overinvest,” highlighting the advantages of being a family-owned company with a long-term vision.

Lego chief executive Niels Christiansen, a happy man after a strong period of growth that’s seen revenues hit $10 billion, says that doing digital stuff alongside the core physical toy business is a no-brainer.

“We can definitely say as long as we’re under the Lego brand we can cover experiences for kids of all ages, digital or physical. [Games development in-house] is something we’re building up.”

Historically, Lego collaborated with external studios, notably TT Games, to produce popular titles like the Lego Star Wars series. However, recent reports suggest that Lego is transitioning away from these partnerships to establish its own game development capabilities.

This strategic shift aligns with Lego’s goal to enhance its digital offerings and maintain relevance among younger audiences, particularly tweens aged 9-12, amid increasing competition from digital platforms and social media.

But what do you guys think about this is it a good idea be sure to let us know.