Personalisation is never a finished project’s a journey of continuous learning and iteration. At LEGO®, we’re making significant leaps forward this year as we explore what personalisation means for one of the world’s most trusted brands. With children at the heart of our mission, but adults also a core part of our community, we’re finding our own way forward on the personalisation maturity curve. In this session, we’ll share how LEGO® is approaching personalisation thoughtfully and responsibly, the steps we’ve taken to introduce new features in 2025, and what it means to balance innovation with brand trust. You’ll hear about the challenges, successes, and lessons learned along the way.

Key Takeaways:

1. Personalisation is a journey, not a destination. No company ever truly “finishes” personalisation continuous progress and experimentation are

essential.

2. Trust shapes personalisation. For a brand like LEGO®, maintaining trust with families and children while offering personalised experiences for

adults is a unique and ongoing challenge.

3. Progress comes in leaps. New features and experiments help brands climb the maturity curve, finding the balance between customer needs, brand identity, and innovation