At an industry event, the LEGO Group\u2019s 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 \u201cmaintaining relevance and staying true to your brand purpose doesn\u2019t happen by accident,\u201d Adweek reports. Explaining the secret behind the LEGO Group\u2019s success, Goldin identified that when the company was in financial difficulty, the decision was made to emphasise the \u201clearning through play\u201d 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. \u201cWhat I think is really interesting and unique about LEGO is the purposefulness in everyone,\u201d Goldin said. \u201cWhether you go to a factory or into a LEGO store or into our offices, you can stop anybody and ask them what\u2019s our mission, what\u2019s our purpose? And you\u2019ll hear the same words that you heard from me.\u201d To continue to support the work of Brick Fanatics, please buy your LEGO sets from shop.LEGO.com and Amazon using our affiliate links.