Festival Talk | Building Brand Love With Purpose, Brick By Brick | Lego

Lego Group’s CMO Julia Goldin explains how, from its inception in 1938, Lego was built on the power of learning through play, and in a world where 65% of children entering primary school will work in jobs which currently don’t exist, the ability to learn, unlearn and relearn is a vital skill to have, and one baked into the Lego brick. But with more choices for play, learning and entertainment than ever, how does a brand whose core product has remained relatively unchanged, remain relevant?