In that partnership, LEGO found that there is a link between video games and virtual play to the physical play environment of LEGO.

"If I play the LEGO Star Wars game and see an X-wing fighter in the game, we find that kids say to their parents that they want an X-wing to build," Abell said.

He is unable to say how much more LEGO is able to benefit from electronic entertainment than other companies, though admits that the toy manufacturer is "uniquely set up" to benefit from the link between virtual and physical play.

While LEGO may have been an early adopter of the Internet, Abell said the same cannot be said for social media such as Facebook.

"We have actually been a late adopter of Facebook, because we take it seriously when we start that conversation with the consumer and keep that conversation going," he said.