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Lessons from the COVID Crisis: Jørgen Vig Knudstorp, Chairman of LEGO Brand Group

Chairman of Lego Brand Group, Jørgen Vig Knudstorp, discusses LEGO’s response to the COVID-19 crisis, including changes in customer behavior and the importance of “entertaining the inconceivable” through imaginative thinking.

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.

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