LEGO Group Appoints New Chief Digital Officer

The LEGO Group have appointed JJ Van Oosten, as their new Chief Digital Officer. This role plays a key part in the digital push being implemented across various different aspects of company. This will include shopping experiences both in LEGO® brand stores, retail partners, online and through connecting the LEGO brand with consumers.


The LEGO Group today announced the appointment of JJ Van Oosten as Chief Digital Officer effective April 6, 2019.

Van Oosten will join the company’s Executive Leadership Team and report directly to the CEO, Niels B. Christiansen. He will play a vital role in all aspects of the Group’s digital strategy from technology to e-commerce and shopper and consumer engagement.

LEGO Group CEO, Niels B. Christiansen said: “Digitalisation is impacting all aspects of our business from how we design products to how we engage with shoppers. It is reshaping the retail landscape, and how children play. But it is also offering exciting opportunities and creating new ways for us to bring LEGO® play to more children around the world. The Chief Digital Officer will help us to build a digital vision that will enable us to capitalise on emerging digital trends, continue to be agile and innovative and inspire children for generations to come.

“We are pleased to welcome JJ. He brings a great combination of digital expertise and commercial acumen. He has a proven track record leading digital transformations in consumer branded and retail companies and shares our mission-drive business philosophy.”

JJ Van Oosten said: “I am excited to join the LEGO Group. The mission to inspire and develop children is an important one, and I am honoured and humbled to have an opportunity to play even a small role. Our children’s future will be shaped by automation, AI, robotics and environmental changes. For them to succeed in this new world, they need be agile, able to collaborate and problem solve and think creatively. Play, and LEGO play in particular, gives them these skills and will help them shape their futures.”

JJ has more than 25 years’ experience in digital leadership roles. He was notably Chief Digital Officer of German retailer, REWE where he oversaw all aspects of the digital agenda, including e-commerce operations, technology infrastructure and digital marketing. With his team, he designed and built a digital ecosystem which linked physical and digital channels via mobile and AI technology, and launched continental Europe’s first automated food fulfilment centre. He held similar roles at Tesco plc and Kingfisher plc.

JJ holds an MBA from the London Business School and a PhD in molecular biology and Masters in engineering and agronomy from Grembloux Agro-Biotech in Belgium.

Author: Adam White

Howdy I'm Adam, The editor of - your go to source for the latest LEGO news, reviews and much, much more. Some of you may know me from other LEGO sites so you'll know I have a good experience of the LEGO community and a deep, passionate commitment to all things LEGO. I specialize in seeking out the latest LEGO news and products, as well as being an expert on all things LEGO gaming. So welcome to BricksFanz - Fuelling Your LEGO Lifestyle.

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