It’s easy, wandering around Billund, to start believing in the existence of a Lego god. You can’t help but feel a master intelligence is at work.
Nine-year-old Ida Fraende, who likes to play with Lego bricks, is not so unusual in Scandinavia — but globally speaking she is not typical. Jorgen V Knudstorp hopes to change that. The chief executive of Europe’s largest toymaker has already brought the once-troubled group back to profit.