His reasoning is that it can be dangerous "if you dip your toe in that space and don't follow up."

"So we have been very measured in how we approach the social media space as well," Abell said.

As a result, LEGO tends to not use Facebook for promotion but more as a way to engage in conversations with consumers.

"There are events and products that we promote from time to time, but we use it more to have that two way dialogue with our consumers," Abell said.

"We wanted to do everything right, so we were a bit slower to adopt it than maybe other companies, but time will tell how that plays out."