I don't like stuff that can only go into one set; I want stuff that can be applied across sets. It's a more real Lego building experience. And, of course, it's the same from a manufacturing point of view. I want elements that are universal; that gives me the best economics and best utilisation of the mould.
Children need to move to develop their brain; it's a natural urge. That's why boys will run after a ball and play soccer despite how many video games are available to them, and they can't help themselves from building with Lego bricks as well. They want to be creating something that's uniquely their own.
There's the famous quote that if you want to understand how animals live, you don't go to the zoo, you go to the jungle. The Future Lab has really pioneered that within Lego, and it hasn't been a theoretical exercise. It's been a real design-thinking approach to innovation, which we've learned an awful lot from.