Lego builds a solid business, even in the age of multimedia

Singapore

JORGEN Vig Knudstorp, president and CEO of Lego, doesn't give out business cards when he goes to a meeting.

Instead, the 44-year-old reaches into his pocket and fishes out a tiny plastic Lego figurine bearing his likeness - dark-rimmed spectacles and all - with his full name, telephone number and e-mail address printed on the toy's clothes.

It's a small but telling sign of the level of creativity that goes on behind the scenes at the Danish company famous for making those colourful interlocking plastic bricks.

"One of my designers came up to me one day and said, 'I hope you…