The LEGO Group 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.
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.
“Our digital transformation is one of the single largest investments the LEGO Group will make in a generation,” commented Atul Bhardwaj, chief digital and technology officer. “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 company will step up its digital investment across all areas of its business from play to shopping and technology infrastructure and is looking to fill a number of job vacancies.