On 1 July Florian Gmeiner took over the position of Senior Marketing Director for the DACH region of Lego GmbH.

In his new role, he leads the marketing team. For this position, Gmeiner brings with him strong digitization skills. For the last three and a half years he has already worked for the company as Channel Director E-Commerce. According to Lego, he has shown that he can “unite the entire organization behind a digital innovation agenda”. Karen Pascha-Gladyshev, Managing Director of Lego GmbH: “Florian Gmeiner is a strong leader with a modern management style. His experience in digital marketing, his high social competence and his ‘can-do mentality’ make him the perfect candidate for this position”. In his new area of responsibility, Gmeiner succeeds Rebecca Snell. As Vice President Marketing at the Lego Group, she moves to the company headquarters in Billund, Denmark. Snell joined the Group in April 2013. Over the past two years, she has shaped the marketing strategy at Lego GmbH and, in particular, pushed forward the areas of digitalisation and innovation.

How important is digitalisation at Lego?

Lego is increasingly focusing on digitalisation, not only in marketing, but also in the products themselves. In August, the world innovation “Lego Hidden Side” will be launched on the market. The new sets combine the real world with the digital world. The first step is to assemble the kits. With the help of the specially developed AR app, children then enter the paranormal world of their physical sets and embark on a ghost hunt. If they modify the model or add elements, the game in the app also changes. “The physical alteration of the Lego Hidden Side building sets changes the AR experience, as does the AR game that invites you to discover new elements in the haptic model,” said Tom Donaldson, senior vice president of Lego Creative Play Labs. “With the new product line, we’ve created a deep, two-way gaming experience that has never been seen before,” said Tom Donaldson, senior vice president of Lego Creative Play Lab.

World first “Hidden Side” combines digital and real worlds

The Hidden Side game theme has been extended with Augmented Reality (AR) and is experience-oriented. According to the company, the fact that AR is completely and seamlessly integrated into the haptic gaming experience is unique worldwide. The virtual-physical combination of both elements should create a new, holistic and networked gaming experience. “From our years of experience, which are groundbreaking for the interplay of technology and physical play, we know that children want exciting gaming experiences that move seamlessly between the digital and haptic world according to Fluid Play,” says Tom Donaldson. “Our focus is always on the haptic building experience, but we make it even more exciting with AR-based action elements. We’ve reinvented the AR gaming experience and created a unique game in which the physical and virtual worlds actually influence each other.” The new sets have an RRP of 19.99 Euro to 119.99 Euro.


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Link: Lego GmbH has filled an important new marketing position.

Image: Lego