Julia Goldin, international chief product and advertising officer, Lego Group

Lego Group

Integrating Lego into the digital world

Goldin has been Lego’s prime marketer since 2015, and at present, she’s obtained an enormous purview that features advertising, product growth, managing the in-house inventive company, licensing, and extra. 

Her contributions have helped Lego proceed to carry out. Like many corporations, it obtained an incredible increase in the course of the pandemic as shut-in customers snapped up Lego units. However whereas different manufacturers noticed their companies tail off as soon as customers began to return to their pre-COVID lives, Lego continues to develop.

In 2022, its gross sales had been up by 17% over the 12 months prior, it opened 155 new shops, and 48% of its merchandise had been new. 

However one factor that makes Goldin so modern is how forward-looking she is. On a KidTech podcast final October, Goldin described how her staff offers not solely with fixing challenges which are occurring at present or ones that can occur over the subsequent two years but additionally tries to affect what is going to occur “within the longer-term future.”

“We’re speaking about issues that can occur over the subsequent three to seven years, and the way we form them, how we put money into them, and the way we develop them,” Goldin mentioned on the podcast.

One in all her huge initiatives has been integrating Lego — well-known for being a hands-on, bodily toy — into the digital world. 

“The youngsters which are rising up at present aren’t rising up within the bodily world after which a digital world,” Goldin mentioned on the podcast. “It is seamless to them.” 

Lego has massively expanded its digital presence in recent times.

In 2022, Lego’s Builder app, which has directions on methods to assemble units, notched 13.6 million downloads, a 42% improve over the earlier 12 months. And the corporate introduced a partnership with Epic Video games to assist create a metaverse expertise protected for kids.

Lego has additionally been on the forefront of variety and inclusion — incomes the ire of right-wing activists. However, Goldin is marching ahead to assist Lego form a safer future for all youngsters. 

The corporate’s most up-to-date marketing campaign, “Play Unstoppable,” launched in June and companions with feminine position fashions, together with the star athletes Megan Rapinoe and Sunisa Lee, journalists comparable to Elaine Welteroth and Jazlyn Guerra, and others. The purpose of the marketing campaign is to empower younger women to discover their pursuits freely.