In his Nordic Game keynote, Traveller's Tales boss Jonathan Smith said that lack of proper titles for children led him to create the Lego Star Wars series, according to GI report.
"We believed that children were very badly served by the games they were being given," he said.
"As parents at the time with children ourselves we knew that children were looking for things in games that they were rarely getting. We identified a market opportunity."
Loads more quotes from the speech through the link.