FIRST AIRED: March 9, 2017

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00:00:01
>> Lego building a sustainable business one plastic brick at a time. Growth slowing to just 6% in 2016 results released on Thursday. But that's after the Danish toy giant grew by more than 25% the year before. Still, if the Lego-mobile braked somewhat, new CEO Bali Padda is upbeat.
00:00:21
Reuters' Stine Jacobson in Copenhagen has been on the phone to him.>> He's said that the growth rates that we used to see were sort of unusual, and he actually used the word supernatural. So he says that what we are coming down to now, more sustainable levels for such a big company as Lego is today.
00:00:42
One of the surprises was actually that it didn't manage to overtake Barbie Doll maker Mattel as the world's largest toy maker. It came very close, but partly due to a strong dollar, it failed and is still number two.>> Markets in Europe and the United States are saturating.
00:00:59
So Lego's looking further afield, opening its first Asian factory in China late last year. Trying to get Chinese and Indian kids hooked on mini figures and building imaginary worlds. Chinese people doesn't know Lego as well as we do, maybe here in Europe or in the United States. They might not even know brands like Star Wars very well, which is one of Lego's biggest franchises.
00:01:27
So Lego is to face a whole new set of challenges.>> Lego also looking at more digital features to keep up with the times, building figures that can walk, talk, even fart, at the command of an app.