I read this article about LEGO the other day. The Danish toy manufacturer buys a kilo of plastic for roughly $1, shape it into something from Lord of the Rings and sell it for roughly $75/kilo, but that's not the most fascinating in my opinion. They've managed to jump into other markets such as games, board games and a lego movie. Despite the popularity of the LEGO Movie, I think they're still looking for the next big thing - in my opinion they've hit the next smaller things so far with the above. Would you expect LEGO to continue in this direction, or do you think they've peaked as of now? I'd also be really interested in speculating on what other, similar companies could be heading in a similar direction and expanding into markets that would be uncommon to their product, but they make common with their brand.