Citations › Citation ID: 110

C110. BOOK: David C. Robertson, Brick by Brick: How LEGO Rewrote the Rules of Innovation and Conquered the Global Toy Industry (Crown, 2013), p. 36.

By melding minifigures with themed sets, Kristiansen created a far more immersive play experience. Kids treated their minifigs as analog avatars, imagining themselves as knights or astronauts as they built entire worlds out of bricks. The combination of storytelling (through themes) and role-playing (through the minifigs) electrified a new generation of kids and sparked a period of dramatic expansion for LEGO.

Describing the minfigures as "Analog Avatars".