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 immediately, she’s acquired an enormous purview that features advertising, product improvement, managing the in-house inventive company, licensing, and extra.
Her contributions have helped Lego proceed to carry out. Like many firms, it acquired an amazing 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 revolutionary is how forward-looking she is. On a KidTech podcast final October, Goldin described how her workforce offers not solely with fixing challenges which might be taking place immediately or ones that may 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 may occur over the subsequent three to seven years, and the way we form them, how we spend money on them, and the way we develop them,” Goldin mentioned on the podcast.
One in every of her massive initiatives has been integrating Lego — well-known for being a hands-on, bodily toy — into the digital world.
“The children which might be rising up immediately 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 find out how to assemble units, notched 13.6 million downloads, a 42% enhance 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 range and inclusion — incomes the ire of right-wing activists. Nonetheless, Goldin is marching ahead to assist Lego form a safer future for all kids.
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.
