Atul Bhardwaj is the LEGO Group’s new Chief Digital & Technology Officer

The LEGO Group has appointed Atul Bhardwaj as its new Chief Digital & Technology Officer.

Bhardwaj will also be the company’s new Executive Vice President. He’s joining from German consumer electronics retailer MediaMarktSaturn, where he’s been operating as the Executive Vice President of Logistics and Chief Technology Officer since 2018.

His CV also includes supermarket giant Tesco and Accenture, a management consultancy. At the LEGO Group, he’ll be responsible for heading up the company’s growing digital and technology teams. It’s a sure sign that we’ll be seeing much more in the way of “fluid play” (that is, the blending of physical and digital play) in future.

“We are excited to welcome Atul to the LEGO Group,” said LEGO Group CEO Niels B. Christiansen. “As we accelerate our digital transformation, Atul’s global experience, proven track record and expertise driving change will be invaluable. He brings to role decades of experience working at the forefront of digital transformation with some of the world’s most recognised brands.”

For his part, Bhardwaj said, “As a father of three children who love to build I see first-hand the power of learning through play. The ambition to bring this to more children around the world is inspiring and I am honoured to be a part of this journey. I am looking forward to working with the team to unleash the potential of technology and data to help the LEGO Group inspire even more builders of tomorrow, now and for generations to come.”

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Chris Wharfe

I like to think of myself as a journalist first, LEGO fan second, but we all know that’s not really the case. Journalism does run through my veins, though, like some kind of weird literary blood – the sort that will no doubt one day lead to a stress-induced heart malfunction. It’s like smoking, only worse. Thankfully, I get to write about LEGO until then. You can follow me on Twitter at @brfa_chris.

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