Lego Group to triple size of digital team

Annette K. Brown


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Dive Temporary:

  • As a way to accelerate its electronic transformation, the Lego Team declared it designs to triple the dimensions of its electronic team to extra than 1,800 staff over the future three yrs, in accordance to a press release.
  • The toy firm’s new Copenhagen electronic office will assistance up to 400 staff members, incorporating to its list of present digital workplaces in Billund, London and Shanghai, which will also increase.
  • “Our electronic transformation is a person of the solitary major investments the Lego Group will make in a era,” Atul Bhardwaj, main electronic and engineering officer, reported in a statement.

Dive Perception:

Lego’s focus on audience of kids is far more digitally connected than ever just before, and this multi-yr financial investment demonstrates the business is keenly informed of that. 

“The Lego brick will often be the coronary heart of our organization but we’re seeing great achievements producing Lego a digitally enabled model from new means to perform, shop and do company,” Bhardwaj said in a statement.

Opening the digital Copenhagen business follows the announcement past month that Lego is partnering with video games organization Epic Video games to produce a little one-helpful metaverse house that focuses on protection and privacy. Lego also launched a new video recreation previous thirty day period, Lego Star Wars: The Skywalker Saga, adding to its list of digital touchpoints to its audience. 

Figuring out its core shopper, the retailer has been uniquely positioning alone as an advocate for children’s safety in digital areas. Lego announced in April that it was operating with UNICEF to start off the Responsible Innovation in Know-how for Young children project to aid organizations and policymakers produce electronic worlds that prioritize children’s effectively-becoming.

The toy sector has been executing nicely above the past couple a long time, with U.S. retail revenue of toys generating $28.6 billion in 2021, an boost of 13% yr around year, according to The NPD Group. Lego’s move to diversify its merchandise offerings paid off in 2021, as consumer product sales elevated by 22% when compared to 2020. Its electronic retail product sales precisely grew double digits. Even so, the retailer has continue to been betting large on its in-store presence, opening up 165 new outlets in 2021


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