As the Senior Director of Marketing at LEGO, Madelaine Edwards carries a huge legacy on her shoulders - and does so with clarity and purpose. In this episode of Curious Customer, she joins Matt to share how a 90-year-old brand continues to evolve without losing sight of its origins. Starting from a small Danish carpenter’s workshop in 1932, LEGO has become one of the world’s most recognized and loved brands. But it’s not just about bricks anymore. Madelaine explains how the company’s approach to creativity, play, and innovation keeps LEGO relevant for kids, adults, and families across generations. From navigating shifts in digital entertainment to pushing for sustainability, Madelaine offers a behind-the-scenes look at how LEGO stays playful while building for the future.

”Our hope as a company is that through Lego Play, and through building and rebuilding, it becomes a bedrock for creative confidence and courage and self-belief.” — Madelaine Edwards

In this episode, you will:

• Learn how LEGO balances its timeless core product with constant innovation, releasing over 800 new sets each year.
• Discover how LEGO collaborates with global brands like Nike, Fortnite, and Formula 1 to stay relevant to today’s younger audiences.
• Understand the importance of marketing in shaping both consumer perception and product development—especially when engaging different audiences like girls and adult fans.
• Explore how LEGO is tackling sustainability, including using recycled materials in products like tyres made from old fishing nets and engine oil.
• Hear what Madelaine thinks LEGO will look like ten years from now, and why physical play still matters in a digital world.

Tune in to hear how a classic brand stays fresh without losing its sense of play.

Connect with Madelaine:

• LinkedIn

Connect with Matt:

• LinkedIn
• Curious Customer Website