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Established 1996
Wednesday 13 November 2019


Payments Awards 2019

Lego hires new chief digital officer

Written by Peter Walker

The Lego Group has appointed JJ Van Oosten as its new chief digital officer.

Starting on 6 April, the former Kingfisher, Tesco, Travis Perkins and Rewe senior executive will report directly to Lego chief executive Niels Christiansen.

Lego stated that it intends for him to play a vital role in all aspects of the group’s digital strategy – from IT technology to e-commerce and shopper engagement.

Christiansen said: “Digitalisation is impacting all aspects of our business from how we design products to how we engage with shoppers.

“The chief digital officer will help us to build a digital vision that will enable us to capitalise on emerging digital trends, continue to be agile and innovative and inspire children for generations to come.”

Van Oosten was at Tesco from 2008 to 2011, as chief information officer and non-food change director. Prior to that he was chief digital officer for German grocer Rewe and Rewe Digital’s group chief digital officer between 2013 and 2017.

He also spent five months as chief technology officer at luxury group Richemont before leaving suddenly one year ago, citing personal reasons.

“Our children’s future will be shaped by automation, AI, robotics and environmental changes,” said Van Oosten. “For them to succeed in this new world, they need be agile, able to collaborate and problem solve and think creatively – play, and Lego play in particular, gives them these skills and will help them shape their futures.”

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