LEGO’s Digital Transformation: Building the Future of Play

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LEGO’s Digital Transformation: Building the Future of Play

Mr. Bhardwaj, the Chief Digital and Technology Officer at LEGO, detailed the company’s most significant investment in its 93-year history: digital transformation. This initiative was driven by the need to modernize outdated technology and leverage the brand’s potential to reach more children globally.

Inspired by the LEGO brick’s versatility, Mr. Bhardwaj outlined the six pillars of their transformation: mission, operating model, roadmap, team, foundation, and experiences. The company’s mission to inspire and develop children through play remained central to the transformation.

A new digital operating model was implemented, focusing on agility, value creation, and user experience. This involved significant changes, including a shift to agile methodologies, a focus on software quality, and an emphasis on reusable components.

A comprehensive digital roadmap guided the transformation, outlining scope, approach, and plan. A key aspect was building a strong team, which involved tripling the digital workforce, establishing a new digital center, and implementing upskilling programs for all employees.

To support these changes, robust foundations were laid, including modernizing infrastructure, migrating entirely to the cloud, developing APIs, and implementing a world-class data platform. These foundations enabled LEGO to build engaging digital experiences.

LEGO’s digital transformation extended to all aspects of the business, from consumer-facing products like apps and games to internal operations and supply chain management. This resulted in significant improvements in customer experience, operational efficiency, and business growth.

Mr. Bhardwaj highlighted the importance of bravery, curiosity, and focus in driving this successful transformation. By embracing these principles, LEGO achieved its five-year plan 18 months ahead of schedule, demonstrating the power of digital transformation in building the future of play.