LEGO Chief Marketing Officer Julia Goldin Has A Message For LEGO Fans

LEGO Chief Marketing Officer Julia Goldin recorded this message for the LEGO community to let us know that the fans are still important to her and to the LEGO Group. She also shares our frustrations and disappointments with all the cancelled events due to the current global situation.

You can watch the video below or read the full transcript below.


Hello everyone! I wanted to connect with you during this time because I’m thinking a lot about you and I’m missing you a lot. But before I go into that, I just wanted to first and foremost say that I hope that all of you are healthy and safe and that your loved ones are healthy and safe and I think that is really really important right now.

So why right now, why am I missing you a lot. Probably for the same reason many of you are experiencing a sense of disappointment and frustration because right now in the period between March and September is usually the period where we have a lot of events that are staged by you.

We have over 800 public events every year around the world that attract over 6.5 million people and have participation of over 15,000 AFOLs.

And all of these events serve as such a great source of inspiration. Such a great source of imagination and creativity and fun and possibilities with what you can do with a brick to so many people around the world.

And of course you all are missing these events as I am. I wanted to tell you a little bit about that because I have always been really inspired by LEGO way before I started working for the company and always tried to see the events in the different places where I live.

I remember very distinctly when I first started working for LEGO, I had a chance to visit the LEGO Worlds event at Utrecht. I was just so impressed and so inspired that I had goosebumps and I remember taking pictures of everything that I saw there.

What was also, of course, amazingly inspiring is to see the sparkle and the awe in the eyes of all the attendees; kids, families, adults. It reinforced for me how amazing it is to have a fan community like yourselves.

I know this is a difficult time but it will pass. I’m sure that it will pass and we will come back to having amazing events. In the meantime, I also wanted to tell you how much we appreciate you as our community and what a role you play right now in the lives of so many people.

Right now the LEGO Brand is actually very very strong. The reason for that is because so many people is finding a way to get inspired, a way to relax, a way to get engaged with something and a way to experience a sense of self esteem, a sense of inspiration, a sense of creativity and self expression during this difficult time.

We see many more kids, parents and families and adults actually building with LEGO. A lot of the reason why that is happening is that they are inspired by you. Our social media channels are going absolutely crazy. And what people are really inspired by, what they really want to see is the creations that you are putting forward.

You continue to push the envelope. I was just looking at the anti-gravity models (Tensegrity) and I think they are amazing and I can’t imagine what is the next big thing that you’re going to come up with. So everything that you’re doing is highly appreciated and it is playing a really big role in helping so many people around the world right now.

I have to say that I myself have been building a lot more. That has been one element of the side benefit of many difficult things of being in a lockdown. My ten year old and I have built Old Trafford, built Yoda, the new helmets that came out and look forward to building even more including tackling some of the biggest models that we have.

I wanted to thank you for continuing to stay connected. I know many of you are sharing your stories and I want to encourage you to continue sharing, continuing to stay connected with us. We want to hear from you. This community is really really important to us. You are the most awesome fans that we can have. Most awesome fans in the world and certainly I look forward to many many more different types of engagements that we’re going to have together over the coming months and years. We want to continue growing in strength with this community and the bond that we have with you.

In the meantime, I just wanted to share with you that we are as frustrated as you are about the events not taking place. We all do hope that the situation will pass and we’ll come back to normality and I wanted to continue to encourage you to continue to do the things that you do that are so helpful and so inspirational and so important to so many people around the world.

So best wishes from the LEGO Group. I hope you stay healthy, I hope you stay safe and I hope that you continue to stay in touch and I look forward to seeing many of you over the coming months and years.


It is nice to see that the powers that be also share our sentiments. I apologise if the transcript might have some errors but the main gist is there.

Stay safe and brick on!

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