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LEGO Group Plans to Triple its Digital Team as it Looks Beyond the Brick

Inside LEGO's new Copenhagen-based digitally focused office.

The LEGO Group has opened a new office in Copenhagen for up to 400 employees who will be focused on developing the toy brand’s long-term digital ambitions.

The new Copenhagen office joins three other digitally focused LEGO workspaces in Billund, Denmark, London and Shanghai, all of which will serve a global digital team that will nearly triple to more than 1,800 over a three-year period.

The Denmark-based brand is already in the midst of a multi-billion kroner, multi-year digital transformation that has seen heavy investment in advanced ecommerce capabilities and the launch of new digital products such as the LEGO-Super Mario collaboration.

As LEGO builds out its team of digital professionals, the company plans to step up digital investments across all areas of the business, from play to shopping to technology infrastructure.

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“Our digital transformation is one of the single largest investments the LEGO Group will make in a generation,” said Atul Bhardwaj, Chief Digital and Technology Officer at LEGO in a statement. “We’ve been blending physical and digital experiences for many years and are excited by our progress, but we have big ambitions so are accelerating our investment and expanding our digital team. The LEGO brick will always be the heart of our business, but we’re seeing great success making LEGO a digitally enabled brand from new ways to play, shop and do business.”

The hiring flurry comes as LEGO also aggressively expands its brick-and-mortar footprint. In 2020 the company grew its store count by more than 25% with 150 new stores across the globe, the majority in China. LEGO also is in the process of rolling out a new flagship store model, which will eventually be iterated at close to 100 locations worldwide, and that leans heavily into experience with digitally enabled activities and interactive brick sculptures.

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