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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
Primary Address
Post Office Box 1600
Enfield, CT 06083

Lego Systems, Inc. Contacts

Contacts (5/44)
Name Title State
Julia G. Chief Marketing Officer CT
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (860) 749-2291
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Post Office Box 1600
Enfield, CT

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

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
LEGO ********
Lego Systems, Inc. *******

Agency Relationships

Brand Agency Service From To
**** ******* ********* media buying & planning 2000 present
**** ********** ****** ********* public relations 2007 present
**** *** ***** ***** multicultural unknown unknown
**** *** *********** ****** Creative, Digital, Social 2011 present
**** ********* Digital, Media Planning 2011 present

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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

Company: Lego     

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. 

Additional Insight

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).

Lego Systems 
555 Taylor Rd.
Enfield, CT 06082
(860) 749-2291

Julia Goldin 
Chief Marketing Officer & Executive Vice President
(860) 749-2291

Loren Shuster 
Chief Commercial Officer & Executive Vice President
(860) 749-2291

Michael Moynihan 
(860) 749-2291

Chuck McLeish 
Senior Director, Marketing
(860) 749-8251