Simplicity has to be one of the absolute keys to business success - and something like a Lego brick is the epitome of simplicity.

From that humble brick, it has grown into kit sets, games, movies, merchandising all with great success. But Lego is building this franchise against troubled times in its home economy of Denmark.

First the housing bubble burst in 2008. The country has made numerous attempts to revive the economy, and with the European Central Bank flooding the eurozone with printed money, the economy around Denmark is changing. Its peg to the euro is under threat and interest rates have been cut four times to -0.75 percent.

Jorgen Vig Knudstrop, the current CEO of the Lego Group, joins Counting the Cost to talk about Lego, business, and Denmark's economy.

Source: Al Jazeera