CREATIVE POWER UNLEASHED: INSIDE LEGO’S BRAND-BUILDING KEYNOTE AT POSSIBLE 2025

LEGO’s Julia Goldin took the stage to share the iconic brand’s blueprint for cultivating global love and cultural relevance across generations.

The LEGO Group’s formula is a marketing trifecta: an evolving product portfolio (50% of products are new each year), immersive physical and digital experiences, and a powerful earned media ecosystem fueled by creators and communities.

Campaigns like the Las Vegas Sphere F1 launch, which earned over 5 billion views, demonstrate LEGO’s knack for creating viral moments rooted in purpose and play. Goldin closed with a surprising but resonant insight: love—of purpose, people, and product—is the force behind LEGO’s creativity, and a principle today’s marketers shouldn’t ignore. 

In an era where AI dominates headlines and dashboards, LEGO reminds marketers that imagination is still the ultimate differentiator. Goldin emphasized that creative problem-solving—not just artistic talent—is critical for business innovation. Brands that prioritize creativity outperform competitors in revenue growth by up to 3.5x. It’s not just about standing out—it’s about staying relevant. 

LEGO’s deliberate shift toward engaging adult fans, women, and nontraditional builders has unlocked powerful new revenue streams. From floral sets to home décor and art collections, the brand is proving that age and gender don’t define interest—passion does. Marketers should challenge internal assumptions about target demographics and lean into inclusive product development. 

Whether launching Braille bricks or promoting safe online play, LEGO puts mission at the center of its storytelling. Purpose-driven marketing isn’t a PR play—it’s a long-term trust strategy. Goldin’s emphasis on inclusivity, representation, and emotional resonance reflects what modern consumers demand: brands that mean something. 

LEGO’s dual investment in owned platforms (like LEGO.com/kids) and earned ecosystems (such as creator-led content and YouTube collabs) shows the power of fan engagement. From viral F1 activations to user-submitted LEGO Ideas sets, the brand’s approach demonstrates how community can fuel creativity, credibility, and conversion

Goldin’s parting message—about leading with love—is a rare and powerful insight. Teams that love their work, their colleagues, and the brand’s mission create better products, smarter campaigns, and stronger consumer connections. Marketers take note: your culture is not a backdrop; it’s the catalyst.