The last three to four years in particular have been a focus for LEGO in the digital space, and Abell says it will continue to be moving forward.

Which is a contrast to a decade or two earlier, when LEGO initially viewed the advent of Internet and the growth of video games as a big challenge.

"We know our limitations and that we are not a video game developer, so we partnered with people who are," Abell said.

"One of our partners is TT Games, and we have had relationship with them for quite a while."

The fruits of that partnership have been several LEGO Star Wars games.