What does it take to lead one of the world’s most loved brands — and still admit it had become too slow, too complex, and too hard to move?
In this CEO Dialogue, LEGO CEO Niels Christiansen discusses with IMD’s Jean-François Manzoni how he simplified the organization, empowered local teams and expanded beyond children to adult fans. He explains why LEGO opened stores when others were closing them, why “the basis is physical” even in a digital world, and why sustainability remains a long-term investment even when “consumers are (…) not willing to pay for it.”
When Christiansen took over as CEO in 2017, he stepped into a company that had “stalled”. Today, LEGO Group has grown into the world’s largest toy company, with revenues exceeding €11bn ($12.8bn) and around 34,000 employees worldwide. It is one of the most remarkable brand stories in modern business.
Listen in to understand how LEGO rebuilt momentum — not through grand slogans, but through disciplined execution.
Our Guest:
Niels B Christiansen
President & Chief Executive Officer, the LEGO Group; CEO, LEGO Holding.
Niels Christiansen joined the LEGO Group as CEO in 2017 after leading Danfoss. Under his leadership, LEGO has expanded its retail footprint, invested in sustainable materials, strengthened digital play experiences, and continued to rank among the world’s most loved brands.
What is I by IMD?
The IMD Podcast Network brings you fresh insights and thought leadership on the evolving world of management and business. Each episode features conversations with global experts, industry leaders, and IMD faculty who share their perspectives on leadership, innovation, strategy, and the challenges shaping organizations today. Whether you’re an executive, entrepreneur, or lifelong learner, our goal is to provide practical knowledge and inspiration that you can apply directly to your professional journey