The LEGO Group is the company behind the world’s beloved LEGO® bricks, the world famous toy brand that has been sparking imaginations and inspiring the builders of tomorrow since 1932.

The company remains proudly family-owned and is headquartered in Denmark with regional hubs as well as multiple manufacturing facilities around the world, creating play-based experiences that are sold in over 130 countries.

Joining Loyalty TV today to share the story of Lego’s loyalty strategy is Aaron Mitchell, Lego’s Global Vice President of Membership & Personalisation, who explains how Lego is increasing its focus on membership and community in order to connect with customers (new and old) and inspire them.

https://www.theguardian.com/lifeandstyle/2017/jun/04/how-lego-clicked-the-super-brand-that-reinvented-itself