How Lego uses digital to inspire the builders of tomorrow
Jo Bowman
Lego's closeness to its core values of creativity and learning is what enables it to comfortably straddle the physical world of plastic bricks and the digital world of apps, games, user-generated content and feature films.
Julia Goldin, chief marketing officer with Lego, said a relentless push for innovation is twinned with a fixation on the experience of the Lego fan, which is usually – but not always – a child. She said the needs and desires of the audience are what dictate the approach to product and content...