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Julia Goldin, international main product or service and advertising and marketing officer, Lego Team

Julia Goldin, the global chief product and marketing officer at Lego Group.

Julia Goldin, the world main merchandise and marketing and advertising officer at Lego Group.

Lego Group


Integrating Lego into the electronic entire world

Goldin has been Lego’s major marketer since 2015, and right now, she’s obtained a huge purview that incorporates marketing, products improvement, controlling the in-dwelling inventive agency, licensing, and much more. 

Her contributions have assisted Lego carry on to perform. Like many businesses, it received a remarkable improve throughout the pandemic as shut-in individuals snapped up Lego sets. But although other manufacturers observed their companies tail off the moment shoppers began to return to their pre-COVID life, Lego continues to increase.

In 2022, its product sales were up by 17% about the calendar year prior, it opened 155 new shops, and 48% of its items were new. 

But just one issue that tends to make Goldin so impressive is how forward-looking she is. On a KidTech podcast very last Oct, Goldin explained how her group specials not only with resolving challenges that are taking place today or types that will happen more than the next two many years but also attempts to influence what will come about “in the more time-expression long run.”

“We are speaking about things that will come about above the up coming a few to 7 many years, and how we form them, how we commit in them, and how we build them,” Goldin mentioned on the podcast.

1 of her huge initiatives has been integrating Lego — popular for currently being a palms-on, actual physical toy — into the digital world. 

“The little ones that are expanding up nowadays aren’t escalating up in the bodily planet and then a digital world,” Goldin mentioned on the podcast. “It is really seamless to them.” 

Lego has massively expanded its electronic presence in modern many years.

In 2022, Lego’s Builder app, which has guidance on how to assemble sets, notched 13.6 million downloads, a 42% enhance over the past 12 months. And the business declared a partnership with Epic Game titles to enable develop a metaverse knowledge safe for kids.

Lego has also been at the forefront of range and inclusion — earning the ire of appropriate-wing activists. However, Goldin is marching forward to help Lego shape a safer long run for all youngsters. 

The firm’s most recent marketing campaign, “Enjoy Unstoppable,” released in June and companions with woman role types, like the star athletes Megan Rapinoe and Sunisa Lee, journalists these types of as Elaine Welteroth and Jazlyn Guerra, and other folks. The target of the marketing campaign is to empower youthful ladies to examine their passions freely.