Jørgen Vig Knudstorp, executive chairman of Lego Brand Group, recently had a discussion with Martin Reeves, Chairman of the BCG Henderson Institute, about LEGO’s response to the COVID-19 crisis and preparing for the more permanent shifts in the post-COVID era.

Knudstorp discussed changes that are emerging in customer behavior, such as a significant increase in online sales channels, and LEGO’s efforts to increase its technology investments. He also spoke about the importance of “entertaining the inconceivable” — using imagination to think not only about what could go wrong but also to uncover new opportunities.