For the past 2.5 years, I led the LEGO brand transformation relationship with 21CB. I developed their brand strategy and then a playbook to help the entire organization embed the strategy into their annual plans for the next decade. We designed bespoke workshop experiences for teams to reimagine their day-to-day operations with a brand-focussed lens. Simultaneously, we developing a brand-focused D&I Playbook to help product and marketing teams make smarter decisions on how the brand connects with diverse audiences, a brand book, and Kids Strategy on how to meet the needs of kids 0-18.
The Impact
In the first half of 2024, The LEGO Group's sales grew 13% to $4.65 billion. The LEGO Group continues to outperform the toy market and gain market share with iconic partnerships like Nike and Epic Games, and a more strategic portfolio expansion.
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