A benefit of this approach is that should have broad appeal (although 'Friends' and 'Elves', two of its brand lines specifically targeted at girls, are not represented). As Activision has shown with ...

Max has loved video games ever since he booted up his friend's N64 and played Mario Kart. He quickly spent all his allowance on any game he could get his hands on, and spent hours playing a dusty PS2.

Lego has a long history in the video games sector between licensed titles that feature digital brick versions of iconic movie characters and physical sets like the new Mario Kart one. But after ...