"What’s Lego’s ultimate goal? Is it growth for growth’s sake? As a privately held company, Lego has no need to demonstrate anything to markets or shareholders. According to Knudstorp, he only has to worry about “the shareholder”—Christiansen’s heirs—who have two official objectives: that Lego continues to create innovative play experiences and reach more children every year. “They are not pushing us very hard on the financial target,” he insists. “What they like about, say, Lego Friends is that we’re engaging more children. They see growth as one testimony of whether we’re sufficiently innovative.”
Jørgen Vig Knudstorp - Lego CEO (2015) - Fast Company 01/08/15 - How Lego Became The Apple of Toys.
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