Niels Christiansen, how did LEGO regain momentum?

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.