Rebuilding Lego for Today's Kids

Lego fans no longer need to fret about the cat or dog knocking over their constructions. They can ward off bothersome pets or nosy siblings with a plastic-brick creation such as the R3ptar. The robotic snake, which can be programmed from a smartphone app, is equipped with a snapping mechanical jaw and fangs that will send even the boldest kid brother packing.

R3ptar is among the new creations the Danish toymaker is counting on to stay relevant in the Internet age—and during the holiday season. Broadening its product range to attract older users with more complex kits is helping Lego grow faster than competitors Mattel and Hasbro. Lego’s success “lies in embracing what digital can do,” Chief Marketing Officer Mads Nipper says over coffee in his toy-filled office at the company headquarters in Billund. As evidence, he points to the 20 million monthly visitors to Lego’s websites and the 100 million-plus copies of video games sold by its licensing partners.