Lego, the plastic brick maker, is rapidly growing its software development teams to meet the growing demand for virtual experiences. Lego is rapidly expanding its software engineering teams as it diversifies from plastic bricks to bits and bytes, but can it compete with top tech firms for the best talent? The Danish company is investing heavily to become a more technology-enabled business following the explosive popularity of online brick-building games like Roblox and Microsoft’s Minecraft. Seeing the missed opportunity, Lego announced a partnership with the videogame maker Epic in April this year. The two companies will team up to build new experiences in the metaverse, blurring the lines between digital and physical building experiences. "The partnership with Epic is our journey into the metaverse and there is a big product piece there to work on and a technology piece to architect for that," Atul Bhardwaj, group chief digital and technology officer at Lego Group told InfoWorld. To meet these opportunities head-on, Lego is looking to build out its in-house software engineering team, with a goal to triple its digital team to 1,800 people by the end of 2023, based across offices in Copenhagen and Billund in Denmark, London, and Shanghai.