Lego, which sells 70 billion bricks throughout 320 nations every year, has topped the rankings of company fame monitoring agency RepTrak’s most respected manufacturers checklist since 2021, beating corporations akin to Mercedes-Benz, Rolex, Sony, and Canon on notion.
Tindale stated this gave Lego a “wonderful stepping off point” to begin discussions round AI and cease folks “freaking out” about its function in colleges.
Building a safer web
Though it’s been a mainstay in play since its founding in 1932, Lego’s give attention to constructing a safer web for kids isn’t new.
The wider group has spent the previous a number of years positioning children’ digital security as a core pillar of its mission, together with a high-profile partnership with Epic Games’ Fortnite geared toward constructing safer, extra accountable digital areas for kids.
The 94-year-old model has additionally been edging in direction of a extra digital future by way of its merchandise. At CES 2026, it unveiled its first interactive sensible bricks, which it says will deliver units to life with sound, gentle, and response to motion.
While some Lego followers expressed unease over the innovation, Jakob Voldum, design director at expertise design enterprise Designit, stated Lego’s digital developments don’t take away from the model’s core message round imaginative play.
“Innovation doesn’t have to be complex, and we can be forward-thinking without shoe-horning AI where it’s not needed,” he added. “The smartest use of technology is subtle, quietly improving the experience without stealing the spotlight.”