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Julia shares how LEGO ignites creativity in both children and adults, discusses the brand’s exciting partnerships with global icons like Pharrell Williams, and highlights LEGO’s dedication to diversity and inclusion. Plus, she gives an inside scoop on the much-anticipated LEGO Movie set to release on October 11th!
“Learn, unlearn, and relearn—that's the most important opportunity because look how much the world is changing. We need to adapt to these changes, and that's where creative resilience and creative problem-solving become crucial.” - Julia Goldin
LEGO isn’t just a toy—it’s a movement that fuels creativity for all ages. In this episode of The Speed of Culture, we sit with Julia Goldin, Chief Product & Marketing Officer at the LEGO Group. As the brand prepares to launch its latest LEGO Movie on October 11th, Julia discusses how LEGO balances traditional play with digital innovation, sparking imagination in a world of constant change. From exclusive partnerships to reaching new audiences, this episode explores how LEGO continues to build its legacy one brick at a time.
Julia Goldin is a seasoned leader with a passion for creativity, innovation, and inclusivity. Before joining LEGO, Julia held executive roles at Coca-Cola and Revlon, where she honed her skills in brand development and marketing. At LEGO, she oversees product development, marketing, and digital initiatives, leading the charge of delivering exceptional play experiences to children and families around the world. Julia's leadership has been instrumental in expanding LEGO's global reach while staying true to the brand's mission of inspiring and developing the builders of tomorrow.
Tune into the latest episode or read the transcript below to learn more. Here are some top takeaways:
- LEGO's Unique Culture and Innovation Hub - At the heart of LEGO’s ongoing success is its strong internal culture. Julia explains that LEGO’s mission is deeply rooted in reaching as many children as possible, fostering creativity, and developing the builders of tomorrow. The open, collaborative environment at LEGO headquarters reflects these values, where employees are encouraged to work as one team, and creativity flourishes in a space filled with LEGO builds and playful energy. This culture not only drives innovation but also connects employees to the brand's core mission.
- Balancing Physical and Digital Play - As technology continues to shape consumer habits, Julia highlights how LEGO successfully balances the physical and digital worlds. LEGO’s classic hands-on building experience remains strong, but digital integration—like building instructions through apps and collaborations with digital platforms such as Fortnite—enhances the overall experience. By embracing digital tools, LEGO allows kids to merge the best of both worlds: imaginative physical play paired with engaging digital content.
- Preparing Kids for the Future with 21st Century Skills - Julia stresses LEGO’s commitment to preparing children for the future by teaching them essential 21st-century skills. LEGO play fosters imagination, creative problem-solving, resilience, and collaboration—skills crucial for navigating an unpredictable world where many future jobs don’t yet exist. With a focus on nurturing creativity, LEGO equips children with the ability to think critically and work together, essential for tomorrow’s workforce.
- LEGO’s Partnership with Pharrell Williams, Inclusivity, and the Upcoming LEGO Movie - One of LEGO’s most exciting collaborations is with Pharrell Williams, who embodies creativity, entrepreneurship, and inclusivity. Julia shares how Pharrell’s vision led to the creation of the Over the Moon product, which includes a rocket symbolizing limitless potential and an abacus representing 50 different skin tones to highlight diversity. This partnership also ties into the highly anticipated LEGO Movie, set to release on October 11th, which will further showcase LEGO’s commitment to inspiring children and adults alike through inclusive storytelling and innovative product design.
- Expanding LEGO’s Adult Market - While LEGO has long been popular with children, its adult market has surged in recent years. Julia explains that LEGO responded to this demand by creating products tailored specifically to adult interests, such as architectural sets, botanical collections, and nostalgia-driven builds like Star Wars and Van Gogh’s Starry Night. This has helped adults disconnect from their digital devices and engage in creative play, making LEGO a unique stress-reliever and creative outlet for an older audience.
