Creativity is being “brushed aside” by digital media says Lego’s head of design

While my kids grew up alongside digital, they started with a firm foundation of physical toys, with a large LEGO collection at the core. Gameboys and later iPods were given a set amount of time each day, similar to my television time. How are young parents navigating, though? Enjoy this DailyFind, love from CW!  

As Lego launches its Rebuild the World campaign, Matthew Ashton, the toy company’s VP of design, explains how it is embracing digital technology and licensing agreements to encourage children to play. Lego has become the world’s largest toy manufacturer by selling plastic bricks, but with the future of physical toys under threat from digital alternatives Ashton believes that children’s creativity is suffering. “Creativity is not given the attention it needs right now,” said Ashton. “When I was a kid there were only four TV channels and only two you wanted to watch. You made the most of everything you […]

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