The LEGO Group has announced it has opened a new digital office in Copenhagen to support its long-term digital ambitions. The office, one of four digital workspaces around the world, will be a base for up to 400 colleagues. Although the physical LEGO® brick remains the heart of the LEGO brand, its digital push is focused on extending digital integration through play features, advertising, brand engagement through apps and games as well as online and in-store shopping. Learn more below.
The LEGO Group set to nearly triple size of digital team to accelerate digital transformation
Opens playful new digital office in Copenhagen for up to 400 colleagues
COPENHAGEN, April 21, 2022: The LEGO Group today announced it has opened a new digital office in Copenhagen to support its long-term digital ambitions. The office, one of four digital workspaces around the world, will be a base for up to 400 colleagues.
Digital offices in Billund, London and Shanghai will also be expanded to accommodate the growing team which will nearly triple in size over a three year period to more than 1,800 globally.
Chief Digital & Technology Office, Atul Bhardwaj said: “Our digital transformation is one of the single largest investments the LEGO Group will make in a generation. 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 LEGO Group’s multi-billion kroner, multi-year digital transformation is already driving growth with investments in areas such as e-commerce capabilities and new products such as LEGO® Super Mario™ driving consecutive years of double digit growth.
The new office has been designed to enhance digital ways of working and reflect the company’s playfulness and mission to inspire and develop children. It will also support the company’s Best of Both approach to work which balances the best of working in the office and from home.
Head of LEGO Workplace Experience, Tim Ahrensbach said that digital colleagues contributed to the office design: “Every step of the design process was taken alongside our digital team members so that the workspace inspires them to do their best work, every day. The team gave us great advice on how to create the ideal agile working space, what would help them focus, spaces to collaborate and play and of course a great gamer room.”
The new office, which currently houses 100 colleagues, is located in the heart of Copenhagen and boasts a host of collaborative spaces, a gamer-room and welcoming canteen.
The company will step up its digital investment across all areas of its business from play to shopping and technology infrastructure and is looking for talented Engineers, Product Managers, UX/UI Designers, Technical Program Managers, Digital Security Specialists and Data Scientists to join the challenge.
For more information: LEGO Careers.