JJ Van Oosten appointed as LEGO Chief Digital Officer

With digital experiences becoming a more important part of the LEGO Group’s operations, JJ Van Oosten has been appointed as the company’s Chief Digital Officer.

JJ Van Oosten has been appointed as the new Chief Digital Offer (CDO) of the LEGO Group, a role that is likely to be increasingly important as the company seeks to blend the lines between physical and digital play. He will be involved in the entire digital strategy, including technology, e-commerce and shopper and consumer engagement.

“I am excited to join the LEGO Group,” Van Ooosten said. “The mission to inspire and develop children is an important one, and I am honoured and humbled to have an opportunity to play even a small role. Our children’s future will be shaped by automation, AI, robotics and environmental changes.

“For them to succeed in this new world they need to be agile, able to collaborate and problem solve and think creatively. Play and Lego play in particular, gives them these skills and will help them shape their futures.”

The new CDO previously held similar roles at Tesco and Kingfisher. Most recently he was CDO of the German retail chain REWE. During his time there, he linked physical and digital channels via mobile and AI technology. His appointment at the LEGO Group comes as the company launches Hidden Side, the new theme that brings a digital experience to the forefront of a product line.

“We are pleased to welcome JJ,” said LEGO CEO Niels B. Christiansen. “He brings a great combination of digital expertise and commercial acumen. He has a proven track record leading digital transformations in consumer branded and retail companies and shares our mission-drive business philosophy.

“Digitalisation is impacting all aspects of our business from how we design products to how we engage with shoppers. It is reshaping the retail landscape and how children play, but it is also offering exciting opportunities and creating new ways for us to bring Lego play to more children around the world.”

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Graham was the BrickFanatics.com 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.

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