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Former Head of Global Brand & Business Development at LEGO



Formerly a global top executive at LEGO® Christian Majgaard was responsible for branding, marketing and business innovation. He was responsible for championing the innovative change from plastic toy to a global brand, fuelled by today’s well known successes such as LEGOLAND® parks, LEGO Mindstorms® robots, LEGO Educational, children’s software and licensing alliances with the movie world, like e.g. Harry Potter.

Christian is famous for turning complex concepts into simple words, blended with great humour.

Previous experience

LEGO: Together with LEGO´s owner, he formed his own consultancy, helping major international companies to develop and implement strategies for customer focused growth, marketing, innovation, branding and shared vision. Today Christian is a renowned speaker throughout the world on the same themes. He has inspired companies like Nestlé, Siemens, Vodafone, Abbvie, LeasePlan, Motorola, Bang & Olufsen, Swiss Re, Geodis Wilson, Disneyland, Heineken, ABB, Canon and many others.

Author: He authored the book “13 hints for tomorrow’s brand builders” as well as numerous articles and has appeared on television across the globe. Christian was featured as one among “21 leaders for the 21st century” in the book by Dutch /British professors Trompenaars/ Hampden-Turner.

Talking Points

Driving Innovation in a World of Disruption

What distinguishes successful organizations from the less successful ones? Christian Majgaard identifies two main competencies: the quest to see the world as it really is plus the ability to innovate. Christian championed the dramatic and highly successful change by LEGO from a low tech plastic toy manufacturer to a twenty-first century brand thriving on new technologies such as robotics and interactivity, relying heavily on consumer analytics. In this keynote presentation, Christian will outline Lego´s history of innovation, the ability to adapt to disruption and intimate knowledge of their customers through brand analysis and openness to disruptive technologies - key ingredients on LEGO’s path to becoming the world’s most powerful brand among families with children.
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