Dan Serfaty, CEO of Viadeo

It all started out in the 1930s in a carpenter’s workshop in Denmark. Today, it is a global brand with 10,000 employees based around the world. You have probably played with their famous coloured plastic bricks at some point in your life. France 24 speaks to the man who heads up one of the world's oldest and most successful toy companies - Jørgen Vig Knudstorp, the CEO of Lego.

Companies around the globe are trying to big up their brands on sites like Facebook and Twitter. The research firm E-marketer says the social media advertising will be worth $10 billion next year. But Ed Keller, Chief Executive of the consulting firm Keller Fay Group, says advertisers should not put all of their eggs into one social media basket. He's also co-author of "The Face-to-Face Book", in which he argues that social media is not the king of the advertising hill.