When it comes to marketing LEGO in an increasingly digital world, he said the sweet spot for the toy's demographic remains six to nine year old boys.

"We have understood very quickly that we have to talk to moms, especially with our preschool line, Duplo, as two year old kids are not asking for products," he said.

Although LEGO has not done it yet in Australia, the company has already run a global campaign where it marketed LEGO to dads.

"We like to reach out and talk to people about that nostalgia factor," Abell said.