樂(lè)高最新的旗艦店于周四在倫敦的萊斯特廣場(chǎng)開(kāi)業(yè)。這家兩層樓的店面是該公司在全球最大的實(shí)體店,，擁有一個(gè)按原物比例,、用637,903塊磚搭建的倫敦地鐵車(chē)廂和20英尺高的大本鐘。

在盛大的開(kāi)業(yè)儀式之后,，《財(cái)富》雜志采訪了樂(lè)高集團(tuán)執(zhí)行副總裁兼首席財(cái)務(wù)官約翰·古德溫,，探討了樂(lè)高新倫敦中心，英國(guó)脫歐和唐納德·特朗普的當(dāng)選對(duì)公司的影響,，以及公司的未來(lái)發(fā)展方向,。

《財(cái)富》：眼下,，眾多的人都會(huì)在線購(gòu)買(mǎi)玩具，為什么要開(kāi)設(shè)這樣一家實(shí)體店,？

約翰·古德溫：我們認(rèn)為,，實(shí)體店是樂(lè)高品牌主張非常重要的一部分。這些店不僅僅是為了展示我們的產(chǎn)品,，更重要的是,，它們?yōu)槿藗兲峁┝艘粋€(gè)能夠直接觀看和感受模型和美妙建筑的沉浸式體驗(yàn)。這并不是說(shuō)在線購(gòu)物不重要,，但我們認(rèn)為其目的在于為消費(fèi)者提供不同的產(chǎn)品接觸點(diǎn),。

《財(cái)富》：這家新店都有哪些獨(dú)特之處？

約翰·古德溫：這是我們第131家店,，因此我們從此前開(kāi)設(shè)的店面中吸取了很多經(jīng)驗(yàn),，我們也將這些經(jīng)驗(yàn)運(yùn)用在了這家新店上。該店面的一個(gè)獨(dú)特之處在于樓上的馬賽克肖像系統(tǒng),。人們可以在照相亭里照相,，然后它會(huì)自動(dòng)生成一個(gè)照相人的馬賽克臉部模型。然后,，顧客會(huì)獲得盒子裝好的模型,，這樣，人們就可以用樂(lè)高積木來(lái)搭建自己的畫(huà)像,。這一過(guò)程都是在同一天完成的,。我們希望，它將成為店面眾多亮點(diǎn)中備受歡迎的項(xiàng)目,。

Lego’s latest flagship store opened Thursday in London’s Leicester Square. The two-storey store—complete with a life-sized London Underground tube carriage made up of 637,903 bricks and a 20-foot replica of Big Ben—is the largest of its kind in the world.

As the store held its grand opening, Fortune met with John Goodwin, executive vice president and chief financial officer of the Lego Group, to discuss Lego’s new London hub, how Brexit and Donald Trump’s election will affect the company, and what’s next for the tiny yellow bricks.

Fortune: At a time when so many people are buying their toys online, what is the need for a traditional brick-and-mortar store?

John Goodwin: We believe that physical stores are a really important part of our overall Lego brand proposition. These stores are so much more than just a way to see the face of the products that we have to offer—they are environments for people to immerse themselves in and see and experience models and fantastic constructions firsthand. It’s not that we think online shopping is not important, but we think it’s all about providing multiple touch points for consumers.

F: What makes this new store unique?

JG: This is our 131st store, so we’ve gained a lot of experience from previous stores that we’ve looked to bring in here. One thing that is unique about this London store is the Mosaic Portrait system that we have upstairs. You can have your photograph taken in the booth, and it automatically creates a mosaic model of your face. That is then presented to you in a box so you can make your own portrait out of Lego bricks. That all happens in the same day. We’re hopeful that it’s going to be a really popular addition to our store repertoire.

《財(cái)富》：隨著虛擬和增強(qiáng)現(xiàn)實(shí)技術(shù)的出現(xiàn),，公司是否會(huì)有數(shù)字化的壓力？

古德溫：我們的首席執(zhí)行官有一句名言：“技術(shù)僅適用于那些你出生后才出現(xiàn)的事物?！逼桨搴椭悄苁謾C(jī)并非是針對(duì)現(xiàn)如今出生的兒童而設(shè)計(jì)的技術(shù),；它們是這個(gè)時(shí)代的產(chǎn)物,。在未來(lái)，虛擬現(xiàn)實(shí)和現(xiàn)實(shí)增強(qiáng)僅會(huì)構(gòu)成未來(lái)兒童的生活環(huán)境。因此,，最為重要的一點(diǎn)在于，樂(lè)高品牌應(yīng)該與時(shí)俱進(jìn)，因此我們一直在不斷地發(fā)展,，以確保樂(lè)高不會(huì)與時(shí)代脫節(jié),。

《財(cái)富》：樂(lè)高下一步都有哪些計(jì)劃？

古德溫：下周，我們?cè)谏虾８浇募闻d工廠將開(kāi)始運(yùn)行，其目的是為了供應(yīng)中國(guó)市場(chǎng),，這對(duì)我們來(lái)說(shuō)是一個(gè)絕佳的機(jī)遇,。我們開(kāi)設(shè)這一工廠的目的并不是把產(chǎn)品發(fā)往歐洲,，而是供應(yīng)亞洲市場(chǎng),，尤其是中國(guó)市場(chǎng),。目前，占公司銷(xiāo)售額80%的市場(chǎng)所擁有的兒童數(shù)量?jī)H占世界兒童總數(shù)的20%,，因此，這些市場(chǎng)之外還存在很多的機(jī)遇,。

《財(cái)富》：你是否會(huì)對(duì)當(dāng)選總統(tǒng)特朗普可能執(zhí)行的關(guān)稅政策感到擔(dān)憂？

古德溫：美國(guó)的樂(lè)高產(chǎn)品來(lái)自于墨西哥，因此我們正在密切地關(guān)注這一局勢(shì),；自由貿(mào)易對(duì)我們來(lái)說(shuō)非常重要,，因?yàn)樗俏覀儤I(yè)務(wù)模式的核心部分,。至于我們是否會(huì)因?yàn)槟壳暗囊恍┞暶骶瓦w回美國(guó),，目前還難以給出定論,，但對(duì)于我們來(lái)說(shuō),，最重要的事情莫過(guò)于能夠繼續(xù)向美國(guó)兒童提供樂(lè)高產(chǎn)品,，公司也將為此保駕護(hù)航,。

《財(cái)富》：英國(guó)脫歐是否對(duì)樂(lè)高有影響,，你認(rèn)為未來(lái)是否會(huì)產(chǎn)生影響？

古德溫：因?yàn)樽杂少Q(mào)易對(duì)我們來(lái)說(shuō)至關(guān)重要，因此我們必須密切關(guān)注脫歐事態(tài)的進(jìn)展。此外,，英國(guó)在樂(lè)高全球業(yè)務(wù)中也扮演著十分重要的角色,，因?yàn)槲覀兊娜蛑行奈挥趥惗?，在這里,，我們開(kāi)展一系列能夠影響公司全球產(chǎn)品的業(yè)務(wù)，而且也擁有來(lái)自于各個(gè)不同背景的員工,。關(guān)注脫歐進(jìn)展的目的在于確保公司能夠繼續(xù)利用倫敦巨大的吸引力,。我們一直在盡力保持公司的政治中立性，但公司一心致力于為所有的兒童提供服務(wù),，并在尋找實(shí)現(xiàn)這一目標(biāo)的途徑,。

《財(cái)富》：說(shuō)道保持政治中立性，樂(lè)高本周終止了與英國(guó)右翼傾向的報(bào)紙《The Daily Mail》的合作,，并因此而上了新聞（樂(lè)高最近表示,，公司將不再通過(guò)本報(bào)紙發(fā)送免費(fèi)贈(zèng)品。而一周期,，一名家長(zhǎng)曾向樂(lè)高寫(xiě)了一專(zhuān)封公開(kāi)信,，投訴該報(bào)對(duì)“社會(huì)不同階層存在令人發(fā)指的歧視”）。這對(duì)于公司來(lái)說(shuō)是一個(gè)重大決定嗎,？

古德溫：我們?cè)c該報(bào)合作,，開(kāi)展贈(zèng)送推廣活動(dòng)，目前已經(jīng)結(jié)束，而且在可預(yù)見(jiàn)的未來(lái),，我們也沒(méi)有計(jì)劃再次開(kāi)展合作,。我認(rèn)為，傾聽(tīng)消費(fèi)者的心聲對(duì)于我們來(lái)說(shuō)是非常重要的,，它一直是我們的動(dòng)力,。我們擁有180萬(wàn)個(gè)消費(fèi)者聯(lián)系方式，例如像倫敦這樣的店面,，或消費(fèi)者幫助熱線,。我們一直在努力地傾聽(tīng)兒童、家長(zhǎng)和其祖父母所關(guān)心的話題,，并對(duì)此作出響應(yīng),。

在我于樂(lè)高供職的4年多時(shí)間里，我們的動(dòng)力絕非來(lái)自于政治因素,，而一直是源于消費(fèi)者,，我們會(huì)隨著消費(fèi)者情緒的變化而改變。

《財(cái)富》：樂(lè)高是一家私營(yíng)公司,，它會(huì)上市嗎,？

公司的家族所有者完全致力于拓展樂(lè)高在全球的娛樂(lè)體驗(yàn)。我個(gè)人認(rèn)為這一點(diǎn)在任何情況下都不會(huì)改變,。

《財(cái)富》：在過(guò)去,，樂(lè)高因打造性別傾向型玩具而遭到抨擊，對(duì)此你怎么看,？

古德溫：在歷史上,，我們從未打算賦予樂(lè)高產(chǎn)品性別色彩，但我們一直在努力開(kāi)發(fā)適用于不同游戲模式的產(chǎn)品?，F(xiàn)實(shí)在于,，某些兒童，尤其是男孩,，喜歡沖突類(lèi)游戲環(huán)境,，而其他兒童，尤其是女孩,，喜歡關(guān)系類(lèi)游戲環(huán)境,。我們一直在嘗試打造能夠吸引擁有不同興趣兒童的產(chǎn)品主題，有時(shí)候,，人們會(huì)把這一舉措誤認(rèn)為,，“這款玩具僅適用于女孩或僅適用于男孩”，但這并不是我們的意圖,。

《財(cái)富》：你最喜歡樂(lè)高的哪套玩具,？

古德溫：我喜歡所有的產(chǎn)品系列,，但如果非得選的話，我會(huì)選擇“創(chuàng)造者”產(chǎn)品線,，它將真實(shí)體驗(yàn)與非常有趣的模型結(jié)合起來(lái),，同時(shí)預(yù)留了供個(gè)人發(fā)揮的空間。（財(cái)富中文網(wǎng)）

譯者：Charlie

審校：詹妮

F: With the advent of technology like virtual and augmented reality, do you feel the pressure to digitalize?

JG: Our CEO has a great saying: “‘Technology’ only applies to those things that occur after you’re born.” Tablets and smartphones are not technology for children born today; it’s just the world that they came into. And in the future, VR and AR are just going to be the world children are born into. So what’s really important is that the Lego brand is relevant in that world, so we’re constantly evolving and ensuring that Lego remains relevant.

F: What sort of developments are in the pipeline for Lego?

JG: Next week we are opening a Chinese factory in Jiaxing, near Shanghai, in order to supply the Chinese market, which is an amazing opportunity for us. We’re building the factory not to ship products over to Europe, but to supply to the Asian market and particularly the Chinese market. About 80% of our sales currently come from markets that only contain 20% of the world’s children, so there are lots of opportunities out there for us.

F: Do you have concerns about the tariffs that President-elect Trump may enforce?

JG: America’s Legos come from Mexico, so we’re monitoring the situation very carefully; free trade’s very important to us as it’s a central part of our business model. It’s too early to say whether we’ll move back to the U.S. based on the statements that have been made, but the most important thing for us is to be able to keep delivering Legos to U.S. children—and we’ll make sure we can keep doing that.

F: Has Brexit had any effect on Lego and do you expect it to in the future?

JG: As free trade is so important to us, we have to monitor the developments of Brexit carefully. Also, the U.K. plays an important role for us globally because we have global hub based in London, where we do a number of activities that impact our products around the globe and people are recruited from all backgrounds. We’ll need to monitor Brexit developments to ensure we can still leverage the great attraction of London. We try very hard to be non-political, but we are strongly committed to reaching all children and finding a way to do that.

F: In terms of being non-political, Lego was in the news this week for ending its relationship with the right-leaning British tabloid, The Daily Mail. (Lego recently said it would no longer run giveaways with the paper a week after a parent penned an open letter to Lego complaining of the Mail’s “unashamed discrimination towards sections of our society.”) Was that a significant decision for the company?

JG: We were running a distribution promotion with the Mail that has now ended, and we’ve got no plans in the foreseeable future to do that again. I think it’s important for us to listen to our consumers; that always drives us. We have 1.8 million different consumer contacts, whether that be in stores like this or a consumer helpline, and we try very hard to listen to what’s important to children, their parents, and their grandparents and to respond to that.

In my four-plus years with the company, it’s never been political things that have driven us—it’s always the consumer that drives what we do, and as the consumers’ moods change then we change too.

F: Lego is a private company—would it ever go public?

JG: Our family owners are completely committed to expanding Lego play experiences throughout the whole world. I personally cannot conceive of any circumstance in which that would change.

F: Lego has come under fire in the past for creating toys that play to gender stereotypes. What do you say to that?

JG: We’ve never in our history intended Lego to be gender-specific, but what we do try to do is develop products that appeal to different play patterns. What’s a reality is certain children—typically boys—like conflict-based play environments and other children—typically girls—like relationship-based play environments. We’ve tried to create product themes that appeal to all of these different interest levels and sometimes this can be misinterpreted as us saying ‘this is only for girls’ or ‘this is only for boys’, but that’s not our intention at all.

F: Finally, what’s your favorite Lego set?

JG: I love all the product range, but if I had to choose one line I’d choose the ‘Creator’ line, which combines real-life experiences with really fun models, while allowing a degree of personal adaptation.