The CMO of Lego Says the Company's Focus on Learning Through Play Has Made It Last

Julia Goldin took the stage at Cannes to talk about the brand's longevity

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CANNES, France—When Julia Goldin, CMO of Lego, asked the audience at the Debussy Theatre who in the room had played with Lego as a child, nearly every person shot their hand up.

Case in point, Goldin said: Lego is a brand beloved by people all over the world and across generations. But getting to that point has taken work, according to Goldin.

“Maintaining relevance and staying true to your brand purpose doesn’t happen by accident,” she said.

Just over a decade ago, Lego was struggling financially and was at a “crisis moment,” said Goldin.



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