Henrik Taudorf Lorensen

Vice President, LEGO Digital

HENRIK TAUDORF LORENSEN holds a Ph.D. in theoretical physics and mathematics. He joined the LEGO Group in 2005 to head up the Strategic Development function. In 2006, he took leadership of the Business Development function in the Community, Education & Direct Division with responsibility for the development of new business areas, as well as the development of LEGO’s online and virtual activities.

About the session

Building a Brand of Virtual Bricks [2009]

As an extension of the physical play experience, LEGO Universe takes the brick into the virtual space of online gaming.

SPEAKER: Henrik Taudorf Lorensen (DK), Vice President, LEGO Digital

2010 will see the launch of LEGO Universe – the first multiplayer online game based on the LEGO brand. This unique online experience will enable players to co-create the game with virtual bricks, compete and interact with friends.
But how does a traditional toy company adapt and transform its core brand values in a digital setting? Get an exclusive peek at LEGO Universe and experience how LEGO is working with children and adult fans in order to develop a customized virtual venture.

We have more speakers for you at New Media Days 2009 – Take a look here!

More on this topic:
ZAM.com: LEGO Universe Preview – Key Facts Revealed [Oct.22, 2009]
IGN.com: LEGO Universe First Look [Oct.21, 2009]

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