CMO says “learning through play” mission is key to the LEGO Group’s success

At an industry event, the LEGO Group’s Chief Marketing Officer explained why she felt the company had been so able to stay true to its purpose.

LEGO Chief Marketing Officer Julia Goldin told an audience at an industry event in Cannes that “maintaining relevance and staying true to your brand purpose doesn’t happen by accident,” Adweek reports.

Explaining the secret behind the LEGO Group’s success, Goldin identified that when the company was in financial difficulty, the decision was made to emphasise the “learning through play” mission statement. It led to initiatives deeply rooted in that concept, including an expanded range of coding products.

The mission is lived within the company too, thanks to such occasions as the annual Play Day, which sees employees from around the world take an entire day to indulge in play rather than work.

“What I think is really interesting and unique about LEGO is the purposefulness in everyone,” Goldin said. “Whether you go to a factory or into a LEGO store or into our offices, you can stop anybody and ask them what’s our mission, what’s our purpose? And you’ll hear the same words that you heard from me.”

To continue to support the work of Brick Fanatics, please buy your LEGO sets from and Amazon using our affiliate links.


Graham was the Editor up until November 2020. He has plenty of experience working on LEGO related projects. He has contributed to various websites and publications on topics including niche hobbies, the toy industry and education. Follw Graham on Twitter @grahamh100.

Leave a Reply

Your email address will not be published. Required fields are marked *