Our Lego Agency’s Jennifer Berry on Building Connected Commerce Beyond Channels
The Lego Group, through its in-house agency Our Lego Agency, is fundamentally restructuring its commerce operations to prioritize a unified customer experience over traditional channel-based segmentation. This shift, detailed in a recent Brave Commerce podcast, aims to break down silos between direct-to-consumer (DTC), retail partnerships, and physical Lego stores, leveraging AI to streamline creative workflows and enhance brand consistency. The move signals a broader industry trend towards connected commerce ecosystems, demanding sophisticated data analytics and operational agility.
The Disconnect Between Perception and Practice
For decades, businesses have organized themselves around channels – wholesale, retail, e-commerce, and increasingly, social commerce. The problem? Consumers don’t recognize these internal structures. They experience a brand, not a distribution method. This fundamental misalignment is costing companies significant revenue. Jennifer Berry, VP of Commerce & Digital at Our Lego Agency, articulated this perfectly, emphasizing the need to orchestrate brand, media, and retail into a single, high-performing ecosystem. The implications are substantial. Companies clinging to channel-centric models face eroding margins and diminishing customer loyalty.
Lego’s response isn’t simply a marketing re-organization; it’s a complete overhaul of its operating model. Bringing creativity, commerce, and retail under one roof – Our Lego Agency – is a bold move designed to deliver more audience-first experiences. This centralization allows for a more holistic view of the customer journey, enabling Lego to personalize interactions and optimize conversions across all touchpoints. The company’s Q4 2025 results, released on February 26th, 2026, showed a 14% increase in DTC sales, partially attributed to early implementations of this integrated approach. Lego Investor Relations
AI: The Catalyst for Creative Liberation
The integration of Artificial Intelligence isn’t about replacing creative teams, but about empowering them. Berry highlighted that the immediate benefit of AI lies in automating repetitive tasks, freeing up designers and marketers to focus on higher-impact work. This is a critical point. The demand for creative talent far outstrips supply, and AI offers a viable solution to bridge that gap. But, successful AI implementation requires robust data governance and a clear understanding of the ethical implications. Companies are increasingly turning to data governance and compliance specialists to navigate this complex landscape.
The shift also necessitates a re-evaluation of Product Detail Pages (PDPs). Lego is actively evolving its PDPs to be more immersive and informative, incorporating user-generated content and interactive elements. This aligns with broader e-commerce trends, where consumers are demanding richer, more engaging online experiences. According to a recent report by Forrester, companies that invest in enhanced PDPs observe an average 10-15% increase in conversion rates. Forrester Research
The Financial Implications: Margin Pressure and the Need for Efficiency
This move towards connected commerce isn’t without its financial challenges. Integrating disparate systems and processes is expensive. The increased emphasis on personalization requires significant investment in data analytics and customer relationship management (CRM) technologies. The global toy industry is currently facing supply chain headwinds, with shipping costs remaining elevated due to geopolitical instability in the Red Sea. This is putting pressure on EBITDA margins across the board. Mattel, for example, reported a 1.2% decrease in Q4 2025 EBITDA margins, citing increased transportation costs. Mattel Investor Relations
“The biggest challenge isn’t the technology itself, but the cultural shift required to break down internal silos and embrace a truly customer-centric approach. Companies need to be willing to invest in training and development to equip their teams with the skills they need to succeed in this new environment.”
Lego’s strategy, however, appears to be mitigating these risks. By centralizing its commerce operations, the company is gaining greater control over its supply chain and reducing its reliance on third-party intermediaries. This is a smart move in a volatile global environment. The company’s commitment to sustainability is also resonating with consumers, further strengthening its brand loyalty.
Navigating the Legal Labyrinth of Global Commerce
Expanding connected commerce ecosystems also introduces complex legal and regulatory challenges, particularly regarding data privacy and cross-border transactions. Companies operating in multiple jurisdictions must comply with a patchwork of regulations, including GDPR in Europe and CCPA in California. Failure to do so can result in hefty fines and reputational damage. This is where specialized legal counsel becomes invaluable. Many companies are partnering with international corporate law firms to ensure compliance and mitigate risk.
The Rise of Immersive Retail Experiences
Lego is also investing heavily in immersive retail experiences, creating physical stores that go beyond simply selling products. These stores are designed to be destinations, offering interactive displays, building workshops, and personalized experiences. This is a key differentiator in a market where consumers are increasingly seeking out experiences over material possessions. The success of these stores is driving foot traffic and boosting brand engagement.
The Future of Commerce: A Performance Ecosystem
The Lego example underscores a critical truth: growth in the modern era comes from orchestrating brand, media, and retail into a single performance ecosystem. This requires a fundamental shift in mindset, from channel-centric thinking to customer-centricity. Companies that can successfully craft this transition will be well-positioned to thrive in the years ahead. Those that don’t risk becoming irrelevant.
The next fiscal quarters will be crucial for observing the long-term impact of Lego’s restructuring. Investors will be closely watching key metrics such as DTC sales growth, customer acquisition cost, and brand engagement. The company’s ability to maintain its brand equity although simultaneously driving revenue growth will be a key indicator of success.
To navigate this evolving landscape, businesses need access to trusted partners. The World Today News Directory provides a comprehensive listing of vetted B2B providers, including supply chain management consultants and digital transformation agencies, ready to help you build a connected commerce ecosystem that delivers results. Don’t let your organization fall behind – explore our directory today and find the expertise you need to thrive in the age of connected commerce.