Lego appoints former Tesco CIO to head digital division and “unleash the potential of technology”

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Lego has appointed a new chief digital and technology officer as it seeks to “accelerate our digital transformation”.

The Danish toy giant has hired former Tesco chief information officer Atul Bhardwaj to head up its tech division.

Bhardwaj, who will also receive the title of executive vice president at Lego, will be tasked with overseeing the brand’s ongoing digital transformation strategy.

“I am looking forward to working with the team to unleash the potential of technology and data to help the Lego Group inspire even more builders of tomorrow, now and for generations to come,” Bhardwaj said.

READ MORE: Lego sees online traffic double to 100 million driving return to growth

This will mark the second chief technology officer Lego has hired in 18 months after JJ Van Oosten, another former Tesco chief information officer, announced that he was leaving the company after just nine months to join Kingfisher.

Lego’s chief executive Niels Christiansen added: “As we accelerate our digital transformation, Atul’s global experience, proven track record and expertise driving change will be invaluable.

“He brings to role decades of experience working at the forefront of digital transformation with some of the world’s most recognised brands.”

Lego new focus on digital operations is already paying off, seeing website traffic more than double in the first half of the year.

This helped offset missed sales from the enforced closure of its 616 stores during the pandemic and drive an overall 14 per cent rise in sales for the half year.

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