Monocle interview with Lego CEO

Jørgen Vig Knudstorp
The newly launched Monocle magazine features a video interview with Lego CEO Jørgen Vig Knudstorp on its home page.

In the interview, Knudstorp starts of by explaining how they became a user-centred toy company by involving their users to an extreme degree. He also states the core brand value as “the joy of building and the pride of creating things”, which is a description of an experience.

The interview, which was conducted by Monocle editor-in-chief Tyler Brülé and took place at the company’s innovation centre in Billund, Denmark, then goes in to an interesting discussion on the changing nature of play. Knudstorp describes some insights from an anthropological survey the company did recently, in particular about interactivity, community and what children expect from a brand.

Watch interview
(Note that the actual video file seems to be huge and the streaming is not exactly smooth. I couldn’t get beyond the first half: it simply stalled. Unfortunately a download is not possible.)

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  1. […] La rivista “Monocle” ha intervistato Jorgen Vig Knudstorp, Ceo della Lego. Nel corso dell’intervista questi ha dapprima approfondito come è avvenuta l’adozione della filosofia utente-centrica nell’azienda, per poi commentare i risulati di una ricerca antropologica sui temi dell’interattività, della community e sulle aspettative dei piccoli utenti. […]