Lego Hires Chief to Overhaul Strategy

Marketing, November 28, 2002 | Go to article overview

Lego Hires Chief to Overhaul Strategy


Lego has signalled its plans to increase its share of the toy market with the appointment of Ulrik Gernow to the new role of vice-president of marketing, Europe North.

Based in the UK, Gernow will oversee marketing for the UK, Ireland, Benelux and Scandinavia, from December 1.

Gernow was previously brand director for pre-school toys. His appointment ends an extensive six-month external search for the right candidate. He reports to senior vice-president for Northern Europe Soren Torp Laursen.

Gernow will manage a strategic overhaul earmarked for the new year, which introduces the tagline 'Play On' to replace the present line 'Just Imagine'.

This forms part of a global brand strategy steered by a taskforce set up last year by chief executive Kjeld Kirk Kristiansen.

''Play On' is direct, active and inviting and focuses on the experience of open-ended play throughout life. It is meant to capture the spontaneity and coolness of play,' said Gernow. 'It unites all aspects of the Lego brand under one voice and will be communicated globally. …

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