373. How LEGO builds community and embraces innovation

LEGO is a timeless, cherished brand for kids and adults alike. In a very special episode from NRF 2025 Retail’s Big Show, we’re joined by Martin Urrutia, head of Global Retail Experience and Innovation at LEGO. We talk about how LEGO continues to innovate while remaining true to its core values. We also explore the importance of brand storytelling, creating unique in-store experiences, and building community with consumers. Plus, Urrutia shares highlights from working for LEGO and his most impactful career advice.

(00:00:00) Introductions

(00:02:30) Urrutia’s career journey

(00:06:28) LEGO movies & TV shows

(00:08:08) Balancing innovation with timelessness

(00:10:12) Exciting innovations for 2025

(00:16:39) Urrutia’s career advice & leadership philosophy

(00:20:30) Building community with LEGO

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Resources:

• lego.com

• ideas.lego.com

• Become an NRF member and join the world’s largest retail trade association

• Learn about our retail education platform, NRF Foundation, at nrffoundation.org

• Learn about retail advocacy at nrf.com/advocacy

• Find more episodes at retailgetsreal.com