When it comes to Lego, the image of its colorful toy brick is often what comes to people's minds first — and it's an image that the company is not in any hurry to change.
"I know for sure that 30 years from now we will be focused on the core" of the physical brick, Julia Goldin, executive vice president and chief marketing officer at the LEGO Group, explained to CNBC.
In 2011, the Lego Group became the world's third-largest toy manufacturer when it came to sales.
However, following the success of The Lego Movie, the group reportedly became the world's biggest toymaker by revenues, after it posted first-half revenue figures that beat Mattel's in 2014; the Financial Times reported at the time. However, it hasn't just been the toy space that Lego has tried to expand into.
In recent years, Lego has broadened itself out into theme parks, movies, games and even renewable energy space — along with teaming up with the likes of Disney and Warner Bros.
So with success comes expansion and diversification, however at the heart of the Lego Group and its products, the toy bricks still remain.