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Lego at 90: Inside the brand’s mission to prioritise play
Opening the doors of its Danish HQ to celebrate its 90th anniversary, Lego outlines how it plans to put play back on the agenda.
By Molly Innes
This summer marks Lego’s 90th birthday, coming at a moment in time when play has been “de-prioritised”, according to vice-president of global brand development Alero Akuya. Speaking with Marketing Week at Lego’s HQ in Billund, Denmark, Akuya emphasises how play has seemingly been knocked off the agenda.
