LEGO defies the market odds, builds a profit

LEGO has experienced a remarkable resurgence in New Zealand, evolving from near-bankruptcy in 2003 to a thriving premium brand that resonates with both children and adults. Clinical psychologist Dr. Camilla Nguyen highlights that building with bricks fosters essential cognitive skills, including spatial reasoning, working memory, and problem-solving, while providing a tangible, "minds-on" alternative to passive screen consumption. Amidst government proposals to restrict screen time in schools, LEGO serves as a tool for developing agency, persistence, and social collaboration. Business reporter Geoffrey Halley notes that the brand’s resilience stems from its status as an aspirational, timeless product that transcends economic cycles. By encouraging freestyle play and complex construction, LEGO offers a unique developmental environment where children learn how to approach challenges, experiment with ideas, and engage in meaningful social interaction without the distractions inherent in digital devices.