The expanding portfolio has kept Lego at the forefront of consumers' minds, given them alternative ways to engage with the brand and driven incremental retail purchases. "We have to remember that ...

Christian Majgaard headed Global Brand & Business Development at LEGO, and was a member of the global executive team. Acclaimed by Fons Tompenaars as one of 21 leaders for the 21st century, Christian ...

The brand has also grown to include half ... stiff competition from digital gaming platforms and a portfolio that had become too diversified. Lego was on the brink of bankruptcy.