Creativity and play are evolving - it’s shaping how culture is created, shared, and experienced. From a single brick to a global entertainment leader, the LEGO Group has spent more than 90 years evolving how creativity shows up in the world - and how audiences participate in it.
In this session, Julia Goldin (Chief Product and Marketing Officer) and Federico Begher (Senior Vice President, Global Marketing) explore how the LEGO Group operates not just as a brand, but as a system for creativity and a platform for participation - powered by the LEGO System in Play, where six bricks unlock over 900 million possibilities.
They will share how a relentless focus on consumer obsession, creativity at scale and innovation is helping the LEGO Group push the boundaries of play; from cultural collaborations to new, interactive experiences.
Join them to discover how play is shaping culture — and what it takes to build creativity at global scale.