Lego to Establish In-House Game Development Studio

The iconic toy company aims to expand its digital presence with a multi-year investment in internal game production.

Lego has announced plans to bring video game development in-house, marking a shift from its long history of collaborating with external studios.
The company is building its own game development team as part of a broader investment in hybrid digital and physical play experiences.
While no specific in-house projects have been confirmed, Lego's CEO emphasized that this is a long-term initiative to expand its digital offerings.
Lego will continue collaborating with external partners, including ongoing projects with Epic Games and 2K, and rumors persist about a new Lego Harry Potter game under development by TT Games.
This move comes as Lego reports a 13% profit increase, despite a declining toy market, signaling confidence in its evolving business strategy.