Lego’s digital transformation targets your inner child

“Becoming a digital consumer goods company is our ambition,” says Atul Bhardwaj, Chief Digital and Technology Officer of The Lego Group, in a not entirely predictable statement statement — coming from the world’s most valuable manufacturer of physical toys. “We’ll always be anchored in the physical — just to be clear — but digital needs to come in and augment that physical build process,” Bhardwaj clarifies. “Our business has scaled a lot in the last two years; we need to make sure that our platforms and our systems also scale.” The Lego Group’s first half earnings for 2021 saw revenue…

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