Building Future with Purpose and Play
CEO
LEGO
The LEGO Group is one of the most beloved brands in the world, known for inspiring creativity and play across generations. Under CEO Niels Christiansen, the company has not only maintained its iconic status but has also expanded into new markets, embraced digital transformation, and strengthened its commitment to sustainability. Leading with a philosophy of simplicity, empowerment, and action, Christiansen is ensuring that LEGO remains relevant in an ever-changing world.
When Christiansen joined LEGO in 2017, the company was financially strong but growth had stalled. Many expected immediate changes, but instead, he took time to listen, observe, and act strategically. “If we say we’re going to do something on sustainability or digitalization, people know we’re serious. The response is: ‘I’ll get onto it, educate myself, and start moving in that direction.’ And it actually happens.” His “bias to action” approach fosters trust by ensuring that momentum drives progress. For him, leadership isn’t about grand statements but demonstrating credibility through consistent execution.
Christiansen believes that leadership is about trust and empowerment. Early in his tenure, he noticed decisionmaking was too centralized, creating bottlenecks. To change this, he gave local teams funds to seize business opportunities without long approval processes. “We gave €5 million to Germany and told them they could decide how to use it. The only thing I asked at the end of the year was what they did and whether it worked.” His leadership style stems from his upbringing. “I was never told when to be home at night. If it was fun and safe, why should I be home at 10 p.m.? It was my decision. If you are shown trust, you respond by acting responsibly.” This belief has shaped LEGO’s culture, making it more agile and dynamic.
LEGO’s use of plastic has raised concerns, but Christiansen is committed to finding solutions. Initially, the company explored making bricks from recycled plastic bottles but abandoned the project when it found the process increased carbon emissions. “We’re not trying to get away from plastic,” he clarifies. “Plastic is a fantastic material that allows durability for decades.” Instead, LEGO is investing in sustainable, non-fossilbased materials, aiming for a significant portion of its products to be eco-friendly by 2032. “I get letters from kids asking, ‘What can you do? Can you make the bricks more sustainable?’” Their voices push LEGO to innovate while staying true to its quality standards.
One of Christiansen’s key priorities was tackling LEGO’s internal complexity. With pulling them away from making decisions and doing things,” he recalls. His solution was to remove unnecessary structures rather than adding new ones. “It’s much more difficult to take things out than to add things. But at some point, complexity breaks an organization.” By streamlining operations, LEGO sharpened its focus on core priorities—innovation, customer engagement, and growth.
As digital entertainment dominates, LEGO has blended physical and digital play. Rather than seeing video games as competition, Christiansen saw an opportunity. “We know kids love playing physically, and parents want them to. But kids also spend time on screens. We are uniquely positioned to bridge that gap.” Through partnerships with Minecraft, Roblox, and Fortnite, LEGO integrates digital and physical play, ensuring it remains relevant. Hybrid play experiences allow children to build with physical bricks while interacting with digital environments, creating a seamless experience.
At LEGO, play isn’t just for children—it’s fundamental to the company’s culture. The headquarters in Billund, Denmark, reflects this with open spaces, playful architecture, and even LEGO bricks in the boardroom.
“Even in our boardroom, there are LEGO bricks on the table, so people will be building throughout,” Christiansen shares. LEGO’s leadership philosophy, called the “Leadership Playground,” is inspired by how children play—being focused, curious, and brave. Employees are encouraged to explore new ideas, take risks, and approach challenges with creativity.
“We allow every employee two fully paid days every year when they actually go out and play,” he adds. “Play boosts creativity, teamwork, and problem-solving, making it a powerful tool for leadership.”
LEGO’s longevity lies in its ability to adapt while staying true to its core values. Whether expanding into digital play, committing to sustainability, or fostering a culture of trust and empowerment, Christiansen ensures that LEGO remains as timeless as its iconic bricks.
“Our leadership model is called the Leadership Playground because we believe play is important in leadership,” he explains. “If you’re not creative, you can forget about being productive.”
With a clear vision and commitment to innovation, Christiansen is shaping LEGO’s next chapter—one that continues to inspire play, creativity, and meaningful impact worldwide
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