The experienced technology executive takes up the role from 6th April.

JJ, who has held senior retail technology roles at companies including Tesco, Kingfisher, Travis Perkins and Rewe, will join the brand’s executive leadership team and report directly to Lego CEO Niels Christiansen. Lego said it intends for JJ to play a vital role in all aspects of the group’s digital strategy – from technology to eCommerce, as well as shopper engagement.

Niels commented: “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.”

He added: “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.”

The CEO also referenced JJ’s experience in leading digital transformation at other consumer goods and retail companies as a key reason for his recruitment to Lego.

JJ was at Tesco from 2008 to 2011, holding CIO and Tesco.com non-food change director roles. His last long-term retail job was at German grocer Rewe between 2013-17, where he was CEO of Rewe Digital and group chief digital officer.

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