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RICHARD MILNE: LEGO is ubiquitous in its Danish hometown of Billund-- not only the headquarters of the world's second largest toymaker there but also the separate business of LEGOLAND, the theme park devoted to the plastic brick. A decade ago, LEGO was close to financial collapse but sales of lines such as Chima and Star Wars have resurrected the brand and made it, by far, the most profitable toymaker in the world.
LEGO has been a huge success in recent years. But I asked its chief executive is there a danger that self-satisfaction could creep in?
JERGEN VIG KNUDSTORP: Well, I think it's a real worry that we have. Now it's probably less than a fifth of our employee population who has seen anything but constant organic growth for about almost 10 years now. So I am worried about that. And in 2011, we introduced a new way of working and organising in the company that really focused on making the company very adaptable and scalable.
And then we measure a lot of things that we didn't measure when we came into trouble a decade ago. And I think on the basis of those health metrics-- which deals with both customers and consumers, and organisation, and obviously financials-- we are still recording a very good health. But we are keeping close eye on it.
RICHARD MILNE: I continued my discussion with Mr. Knudstorp over the digital world of play. Some people have felt that that could leave a physical toy like LEGO behind. What was LEGO doing in the digital world?
JERGEN VIG KNUDSTORP: I mainly see digitalisation as a wonderful opportunity for the LEGO brand. And I know already today on YouTube, we are the second or third most-watched brand on YouTube with 7.5 billion paid views. And that's just one example.
So I think the LEGO brand has turned out to lend itself very well to the digital technology-- also in gaming and so on. So I'll continue to explore that but always with a starting point in the physical brick. And we as a company will remain focused on the physical experience and see the digital experience as an enhancement-- an opportunity to expand and explore the physical experience.