Festival Talk | Building Brand Love With Purpose, Brick By Brick | Lego

Lego Group’s Chief Marketing Officer Julia Goldin took to the stage in the Debussy Theatre and explained how, from its inception in 1938, Lego was built on the power of learning through play, and how now, in a world where 65% of children entering primary school will eventually work in jobs which currently don’t exist, the ability to learn, unlearn and relearn is a vital skill to have, and one baked into the Lego brick itself.

But with more choices for play, learning and entertainment than ever, how does a brand whose core product has remained relatively unchanged from its original 1930's creation, remain relevant whilst still staying true to its original purpose?