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LEGO’s digital expansion will involve hiring hundreds of staff in the UK

As part of its plans to accelerate digital growth, the LEGO Group will hire ‘hundreds’ of new staff members from the UK and Denmark.

Speaking to the BBC, the company’s CEO Niels B. Christiansen reaffirmed plans outlined in its annual report to fast-track its ‘digital transformation’, and said most of its new recruits would come from its home country – and the UK.

“We go where the talent is available,” he said. “Where we find the best talent is in UK and Denmark. I think the number will be in the hundreds.”

Those staff will be hired to work specifically on computer games and websites, according to the BBC, which ties in with Christiansen’s comments in the company’s 2020 annual report: “The past year has shown the importance of having an agile, responsive business built on strong digital foundations.

“We will further develop our capabilities in this area so we are well positioned to meet the evolving needs of our retail partners and consumers now, and in the long term.”

LEGO.com saw an almost 100% increase in traffic in 2020, rising to around 269 million views. A ‘multi-year investment effort’ allowed the site to cope with that increased demand (even where the LEGO Group’s inventory couldn’t), including a site-wide upgrade in 2019.

At the moment, the LEGO Group has two UK offices, with roughly 750 staff between them. If Christiansen’s comments bear fruit, we could see that number rise exponentially this year – so if you’re on the lookout for a new role, keep your eyes peeled in the months ahead.

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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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