Microsoft deal will help Lego catch up with the world after plastic bricks: "Eva Lykkegaard, a Lego spokeswoman, said: 'We are now one step closer to our goal of becoming the world's strongest brand among families with children before 2005.'" What a strange, and somewhat sad, goal for Lego to have. It seems to me, they should not be competing with Disney. They should be making cool stuff with interlocking blocks.