The LEGO Group plans to expand its digital offices in Shanghai, London, and Billund to accommodate the growing team which it said will nearly triple in size over a three year period to more than 1,800 globally. This comes as it recently opened a new digital office in Copenhagen to support its long-term digital ambitions. The office, one of four digital workspaces globally, will be a base for up to 400 colleagues.
The company will step up its digital investment across all areas of its business, ranging from play to shopping and technology infrastructure. LEGO is also looking for engineers, product managers, UX/UI designers, technical programme managers, digital security specialists, and data scientists to join the challenge, and support its expansion.
According to chief digital and technology officer, Atul Bhardwaj, its digital transformation is "one of the single largest investments the Group will make in a generation". "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," he added.
LEGO added its multi-billion kroner and multi-year digital transformation is already driving consecutive years of double-digit growth with investments in areas such as eCommerce capabilities, as well as new products such as LEGO® Super Mario™. It explained that while the LEGO® brick will always be the heart of its business, transforming LEGO into a digitally enabled brand and engaging in new ways to play, shop and do business is delivering great success to the company.
In 2021, LEGO sales across its own and partners' digital retail channels grew strong double digits, indicating the shift to online sales from 2020 continued. It also opened 165 new LEGO branded brick and mortar stores, with more than 90 in China. This brought the total number of stores globally to 832 as of 31 December last year. The year 2021 also saw the introduction of a new retail store platform that is designed to create immersive, memorable brand experiences for shoppers. Overall, the group said that its significant investments to expand, innovate and transform its digital retail channels and brick and mortar stores paid off last year.
During the first half of 2021, LEGO said its investment in physical and digital retail channels has reaped the company rewards. While the company did not offer specific numbers previously, it said that eCommerce sales across its proprietary as well as partners' platforms grew 50% compared with the same period last year.
Meanwhile, the new office in Copenhagen boasts a host of collaborative spaces, a gamer-room and a canteen. It is designed to enhance digital ways of working and reflect the company’s playfulness and mission to inspire and develop children. It also supports LEGO's Best of Both approach to work, which balances the best of working in the office and from home.
“Every step of the design process was taken alongside our digital team members so that the workspace inspires them to do their best work, every day. The team gave us great advice on how to create the ideal agile working space, what would help them focus, spaces to collaborate and play and of course a great gamer room,” Tim Ahrensbach, head of LEGO workplace experience, explained.
Separately, to expand its influence in the metaverse and global children's industry, the LEGO Group and Epic Games have partnered up to give children access to tools that will empower them to become confident creators and deliver amazing play opportunities in a safe and positive space, extending its reach to children and families.
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