Do all toys need to be interactive?

Today, Lego has announced a big partnership with a Chinese company to try and increase its worldwide sales. They want to  create a safe online environment covering content, platforms, and experiences tailored for Chinese children.

“What we are looking for now … is just to find more creative ways… (of) reaching children, and creating bespoke content ….eg video games,” said the China Lego manager. The partnership includes developing a Lego video zone for children, as well as developing and operating Lego branded licensed games.

It also includes LEGO BOOST — a building and coding set that lets children turn their brick creations into moving objects — and will explore developing a joint social network for children in China.

So, here’s my question for you, because you are the stereotypical customer of Lego.

Is it not enough anymore for a company to sell a brilliant construction toy like Lego – do all toys need an online presence – videos, online games etc, in order to keep you interested? Is it necessary that they can programmed like our own robot?

Please discuss in the comments below.

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