Lego Systems, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Headquartered in Enfield, CT, Lego Systems, Inc. is manufacturer of construction toys in the United States. A subsidiary of the Lego Group (Denmark), Lego's products surround the concept of the traditional Lego 'brick' and play sets may contain themes such as locations, places, movies and people.
|Main Telephone||(860) 749-2291|
|Main Fax||(860) 763-6623|
Lego Systems, Inc. ContactsContacts (5/44)
|Julia G.||Chief Marketing Officer||CT|
Sample of Associated Brands
|Skip K.||Senior Vice President, Supply Chain Planning & Distribution||CT|
|Eric W.||Vice President, Lego Brand Retail||CT|
|Michael M.||Vice President, Marketing||CT|
|Amy P.||Vice President & Head, Marketing||CT|
|Lego Systems, Inc.||*******|
|****||******* *********||media buying & planning||2000||present|
|****||********** ****** *********||public relations||2007||present|
|****||*** ***** *****||multicultural||unknown||unknown|
|****||*** *********** ******||Creative, Digital, Social||2011||present|
|****||*********||Digital, Media Planning||2011||present|
Who is the Chief Marketing Officer of Lego Systems, Inc.?
Who is the marketing contact for toys, games, hobbies, arts & crafts supplies in CT
What is the email of the Senior Vice President, Supply Chain Planning & Distribution of Lego Systems, Inc.?
What is direct phone of the Vice President, Lego Brand Retail of Lego Systems, Inc.?
Who is the media buying & planning agency of Lego Systems, Inc.?
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Score 55: Close Watch – Lego splits CMO duties to aid globalization, innovation
Subject: traditional, TV, print, digital, in-store, social media
Opportunity: The toy company has hired former Revlon marketing chief Julia Goldin as its new CMO and EVP. Goldin will share some duties with fellow new hire Loren Shuster, who will be Lego’s chief commercial officer and EVP. Shuster is a former managing director for Google Asia Pacific. Both Goldin and Shuster will begin their respective roles on Jan. 1.
Experience: Goldin, who will lead a global team of around 1,300, will oversee product and marketing development and customer and community engagement. For his part, Shuster will oversee product launches, global sales and retail stores. CEO Jørgen Vig Knudstorp said: “We have strong ambitions of globalizing and innovating the Lego experience. When replacing the former CMO, it was clear to us that with our present strategic priorities, it would be beneficial to divide the role in two.”
Target Customers: Legos have traditionally always been a toy for boys, playing nicely into the stereotype that only boys like to build things. In fact, focusing on buys is what helped the company turnaround in 2005. However, the company has been pushing into the girls market recently. The Research Institute Lego set featured women in a professional setting, rather than playing or partying. Lego has faced a bit of criticism for targeting pink and purple Legos to girls and primary colored Legos to boys, rather than marketing them all as “gender neutral” toys.
Competitors: Lego overtook Mattel earlier this year to become the world’s biggest toy maker. Read about WinmoEdge’s take on Mattel’s struggles here.
Media Spend: Kantar Media reports Lego’s 2013 measured media spend at $86.8 million.
Agency Relationships: According to The List, Lego’s agency roster includes: Starcom Miami (multicultural).
555 Taylor Rd.
Enfield, CT 06082
Chief Marketing Officer & Executive Vice President
Chief Commercial Officer & Executive Vice President
Senior Director, Marketing