Tuesday, February 19, 2019

Lego expands commitment to London amid “most powerful brand” title


Lego has re-affirmed its loyalty to London amid Brexit business exoduses after it was crowned the “most powerful brand in the world”.

The Brand Finance Global 500 list saw Lego overtake the likes of Disney, Google and Nike to become recognised as the most powerful brand in the world.

Its recent dominance was reportedly boosted by the release of its own feature film, with the release of The Lego Batman Movie just around the corner, as well as merchandise released alongside feature films like Star Wars and Harry Potter.

READ MORE: Lego appoints new CEO in radical shakeup

Late last year, Lego moved in to its biggest global store in London’s Leicester Square, and announced this week that it would expand its presence in the capital by increasing office capacity by 50 per cent.

“To make more room for our current employees working here in London, as well as ensure that we have capacity for potential future growth, now is the time to expand the office,” Lego vice-president and chief finance officer John Goodwin said.

“The continued investment in London sends a clear signal that we consider it to be a great location for us, with access to a broad pool of talented employees.”

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