Image: JJ Van Oosten, Chief Digital Officer, LEGO Group
Image: JJ Van Oosten, Chief Digital Officer, LEGO Group

JJ Van Oosten has been appointed as the new Chief Digital Offer of the LEGO Group, where he will be responsible for all aspects of the organisation's digital strategy across technology, ecommerce, shopper and consumer engagement.

Van Oosten, who has over 25 years of experience in IT and digital leadership roles, will also help to build a digital vision that will embrace emerging digital trends across the firm.

"I am excited to join the LEGO Group," Van Ooosten said. "The mission to inspire and develop children is an important one, and I am honoured and humbled to have an opportunity to play even a small role. Our children's future will be shaped by automation, AI, robotics and environmental changes.

"For them to succeed in this new world they need to 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."

Lego Chief Digital Officer JJ Van Oosten

He held similar roles at Tesco plc and Kingfisher plc. Van Oosten has also worked as the CIO at Travis Perkins.

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"We are pleased to welcome JJ," said Niels B. Christiansen, CEO at the Lego Group. "He brings a great combination of digital expertise and commercial acumen. He has a proven track record leading digital transformations in consumer branded and retail companies and shares our mission-drive business philosophy."

Van Oosten was also the previous CDO of German retailer, REWE, where he managed all aspects of the digital agenda. The role saw him design and build a digital ecosystem that linked the physical and digital channels via mobile and AI technology, whilst also launching continental Europe's first automated 'food fulfilment centre'.

"Digitalisation is impacting all aspects of our business from how we design products to how we engage with shoppers. It is reshaping the retail landscape and how children play, but it is also offering exciting opportunities and creating new ways for us to bring Lego play to more children around the world," Christiansen added.

Van Oosten's new role is effective immediately.

Lego Chief Digital Officer JJ Van Oosten