The Lego Group veteran Niall Edwards takes on Senior Vice President, Consumer & Marketing Technology role

Niall Edwards has been appointed to the position of Senior Vice President, Consumer & Marketing Technology at The Lego Group.

Edwards has been at the company for eight years and was previously Vice President, Marketing & Channels Technology and, before that, Senior Director, Shopper Technology.

His CV also includes stints as Advisory Board Member at MACH Alliance, Director - E-commerce, Digital Marketing & Technology at ACCO Brands, E-commerce Marketing Manager at Toys R Us UK, and E-commerce Manager at UNIQLO.

In a LinkedIn post, Edwards said: “Excited to share that as of 1st June, I am starting a new role at the Lego Group. I will be staying super close to my existing team until such time as we find my successor - based Copenhagen.”

“I can’t wait to get started with some new challenges and opportunities and to work with a new area of the business and lead a new team (to me at least) - though I will, in time, also miss the things I leave behind - happily not too far though.”

Also on LinkedIn, Atul Bhardwaj, Chief Digital & Technology Officer at The Lego Group, discussed a digital journey that has been an “exhilarating, collaborative and amazing one so far”.

And he flagged up the following milestones: grown the team to 1,700+ digital colleagues; expanded the Copenhagen digital office; boosted the digital portfolio to 200+ products.

“But that’s not all! We've had an amazing start to 2024 and are continuing to build on that momentum, advancing our digital ambitions,” Bhardwaj said.

Lego Fortnite

Lego Fortnite went live at the tail end of 2023, the first play experience to come from a long-term partnership between Epic Games and The Lego Group to develop fun and safe digital spaces for children and families.

New world building, gameplay features, and more Lego Style Outfits will be arriving in updates throughout 2024.

Fortnite is available to play for free on PlayStation4, PlayStation5, Xbox One, Xbox Series X|S, Nintendo Switch, PC on Epic Games Store and cloud-based gaming streaming services.

Lego Fortnite is built inside Fortnite and powered by Unreal Engine 5, taking advantage of features such as Chaos physics and destruction to give players the ability to place, connect and break apart bricks just like they would in the real world.

The game utilises World Partition to stream all 95 square kilometres of playable space (that’s 19x the size of the Fortnite Battle Royale Island!), and uses the Procedural Content Generation (PCG) framework to dynamically create detailed environments.