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1Clear out junk files and repair common Windows errors2Fix the driver behind crashes, sound loss and screen glitches3Repair Windows errors before they cause bigger problemsThe LEGO Group announced JJ Van Oosten as its Chief Digital Officer on March 5, 2019, with the appointment taking effect April 6, 2019. He joined the Executive Leadership Team and reported directly to CEO Niels B. Christiansen.
What LEGO announced
LEGO created a senior digital leadership role centered on the company’s digital strategy. Van Oosten’s remit covered “all aspects of the Group’s digital strategy from technology to e-commerce and shopper and consumer engagement,” according to LEGO’s announcement.
The appointment was explicitly a 2019 event: the announcement date was March 5, 2019, and the effective date was April 6, 2019.
Where the Chief Digital Officer sat in LEGO’s structure
- Executive status: Van Oosten joined LEGO’s Executive Leadership Team.
- Reporting line: He reported directly to CEO Niels B. Christiansen.
- Scope: His responsibilities ran from technology and e-commerce to shopper and consumer engagement.
That structure placed digital strategy at the top-management level rather than limiting it to an information-technology function.
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- Engage your kids in pretend play by letting them build their own play toys, such as creating a toy house or toy scooter. This classic creative kit of LEGO bricks comes includes 33 different colors of bricks
- This brick box includes 8 different types of toy windows and toy doors, 2 green baseplates and 6 toy tires and toy wheel rims to create hours of creativity for kids
- Kids will become creative builders as they use these color toys to build a figure or build a castle while also engaging in kids playtime
- The large build and play LEGO Creative Brick toy playset is compatible with all LEGO construction sets for never-ending creative play
- The green baseplates in this build it yourself set measure over 6-inch long and 6-inch wide, and 4-inch long and 2-inch respectively. Kids will get to build and play with 790 pieces and is ideal for boys and girls of any age
Why LEGO said it created the role
Christiansen said digitalisation was affecting product design, retail and the way LEGO engaged with shoppers, while also changing how children play. He described the CDO’s purpose as building a digital vision, responding to emerging trends, preserving agility and innovation, and finding new ways to bring LEGO play to more children.
Those statements describe LEGO’s strategic rationale for the appointment; they are not evidence that any particular transformation had already been completed when Van Oosten was hired.
Rank #2
- Fun and Engaging - Kids will spend hours engaging in pretend play with this medium-sized building kit. Create toy trains or tiger figurines with this classic collection of LEGO bricks in 35 different colors
- Endless Builds - This creative toy for boys and girls includes windows, toy eyes, 18 tires and toy wheel rims that can be placed on a green baseplate for kids to role-play; plus the container can be used as toy storage
- Imaginative Play - Kids can use their imagination, picking an assortment of bricks to bring to life any building toy they want with these colorful toys, fostering kids' playtime and building creativity throughout the process
- Cross Compatible - Kids won't have to stop the role play with just the LEGO Creative Brick playset as these building toys are compatible with all LEGO construction sets.
- Fun for Everyone - In this 484-piece kit, the green baseplate measures over 3 inches long and 6 inches wide; for boys and girls between the ages of 4 and 99 years old
Van Oosten’s experience
LEGO said Van Oosten brought more than 25 years of digital-leadership experience. The duration is a company-reported biographical figure, not an independently audited statistic.
REWE
Before joining LEGO, Van Oosten was Chief Digital Officer at German retailer REWE. LEGO said he oversaw the retailer’s digital agenda, including e-commerce operations, technology infrastructure and digital marketing.
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- Car building toy for boys and girls – Young vehicle lovers can build and customize their own vehicles with the LEGO Classic Creative Vehicles car toy for kids ages 5 and up
- Truck and car LEGO sets – Kids use building bricks to create a police car toy, ice-cream truck, ATV, front loader, truck, station wagon, off-roader and a limo
- Inspire young builders – Special pieces, including 52 wheels, and simple step-by-step instructions encourage kids to customize their vehicles
- Endless creativity – Includes 10 ideas to kick-start free-building fun, so kids can take their creative construction to the next level
- LEGO car gift – Kids who like police cars, construction trucks, limo car toys and other vehicles will love to receive this building-bricks toy as a birthday, holiday or any-day gift
LEGO also characterized his REWE work as creating an ecosystem connecting physical and digital channels with mobile and artificial-intelligence technology, and as including the launch of what LEGO called continental Europe’s first automated food-fulfilment centre. The “first” description should be treated as LEGO’s characterization.
Earlier retail roles
The announcement said Van Oosten had held similar digital roles at Tesco plc and Kingfisher plc. His background therefore combined technology leadership with large-scale retail and consumer operations, matching the commercial and customer-facing scope LEGO gave the new role.
Rank #4
- The first LEGO brick model of the Hogwarts Castle and Grounds (76419) – Recreate the most iconic location with this buildable LEGO Harry Potter display set
- Scale model – Build and display Hogwarts Castle and its surrounding area, including the Main Tower, Astronomy Tower, Great Hall, courtyards, bridges, greenhouses, Boathouse and the Black Lake
- Revel in details – Check out the Chamber of Secrets, The Winged Key room, Potions Classroom and Chessboard Chamber, plus the Durmstrang Ship, Beauxbatons Carriage, Whomping Willow and Ford Anglia
- Gift idea – Treat yourself or give this 2,660-piece buildable display model to adult Harry Potter fans and collectors as a holiday gift, birthday present or special surprise
- Collectible Harry Potter building set for adults – This LEGO Harry Potter model kit is part of a large assortment of LEGO Sets for Adults who enjoy hands-on, mindful activities to relax and unwind
Education
LEGO listed an MBA from London Business School, a PhD in molecular biology, and master’s degrees in engineering and agronomy from Gembloux Agro-Biotech in Belgium.
What Van Oosten said about the job
“I am excited to join the LEGO Group. The mission to inspire and develop children is an important one, and I am honoured and humbled to have an opportunity to play even a small role. Our children’s future will be shaped by automation, AI, robotics and environmental changes. For them to succeed in this new world, they need be agile, able to collaborate and problem solve and think creatively. Play, and LEGO play in particular, gives them these skills and will help them shape their futures.”
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Sale
LEGO Classic Creative Suitcase 10713 - Includes Sorting Storage Organizer Case with Fun Colorful Building Bricks, Preschool Learning Toy for Kids, Boys and Girls Ages 4 Years Old and Up
- Compatible with All Sets - LEGO Classic toy building sets are compatible with all LEGO construction sets, making this a great addition to preschool and elementary school classrooms for sparking creativity and learning
- Fosters Open-Ended Creativity - This LEGO Classic creative tool set for kids encourages open-ended creativity and imagination, making it an ideal starter set for budding LEGO builders aged 4 years and older
- Additional Resources Online - Access extra building instructions, fun videos, ideas, and inspiration to further enhance your child's LEGO building experience
- Sturdy Yellow Suitcase - This LEGO Classic toy set features a durable yellow suitcase with convenient sorting compartments, perfect for organizing and storing building bricks, shapes, wheels, and eyes
- Suitcase Dimensions & Pieces - Measuring 10" (26cm) high, 11" (28cm) wide, and 2" (6cm) deep, this suitcase contains 213 LEGO pieces, providing endless building possibilities for boys and girls
His comments connected the digital role with LEGO’s educational mission and with longer-term changes such as automation, AI and robotics.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Appointment timeline
| Date | Event |
|---|---|
| March 5, 2019 | LEGO announced JJ Van Oosten as Chief Digital Officer. |
| April 6, 2019 | The appointment became effective. |
| January 6, 2020 | Kingfisher announced Van Oosten as Chief Customer and Digital Officer and described LEGO as his most recent employer. |
| October 21, 2020 | LEGO announced Atul Bhardwaj as Executive Vice President and Chief Digital & Technology Officer. |
| September 28, 2026 | LEGO’s management page, checked on this date, listed Atul Bhardwaj as Chief Digital & Technology Officer. |
What happened after LEGO
Van Oosten did not remain LEGO’s Chief Digital Officer indefinitely. Kingfisher’s January 2020 announcement said he joined that company as Chief Customer and Digital Officer on January 6, 2020, identifying LEGO as his most recent employer.
LEGO later announced Bhardwaj’s appointment to the expanded Executive Vice President and Chief Digital & Technology Officer role on October 21, 2020. LEGO’s management roster checked September 28, 2026 lists Bhardwaj in that position. Therefore, references to Van Oosten as LEGO’s CDO describe the 2019–2020 period, not LEGO’s current leadership.
Why the appointment mattered
The decision signaled that LEGO viewed digital as a company-wide discipline spanning internal technology, online commerce, retail execution and direct engagement with shoppers and consumers. Van Oosten’s retail background was relevant because LEGO’s stated challenge was not simply modernizing systems; it was connecting digital capabilities to product development, shopping and the experience of play.
The Bottom Line
LEGO announced JJ Van Oosten as Chief Digital Officer on March 5, 2019, effective April 6. He joined the Executive Leadership Team, reported to CEO Niels B. Christiansen and owned a broad digital remit covering technology, e-commerce and engagement. He later moved to Kingfisher, and Atul Bhardwaj is listed as LEGO’s current Chief Digital & Technology Officer as of September 28, 2026.
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