Christian Majgaard was responsible for all brand, products and campaigns throughout the Lego business – including licensing and theme parks. He also led the entry into games and film-based merchandising with franchises like Star Wars and Harry Potter. In presentations he argues branding is about business development, not communications. Drawing on Lego as his case study, he maintains that there’s no such thing as a mature market, only tired marketers.
Christian Majgaard headed brand and marketing strategy for Lego serving as Head of Global Brand & Business Development, and as a member of the global executive team.
Acclaimed by Fons Tompenaars as one of 21 leaders for the 21st century, Christian Majgaard is a highly respected figure in marketing and innovation. At Lego, Christian’s 25 year career with the company took in positions including Head of International Market Research and Head of EU Marketing. Ultimately he had overall responsibility for global brand, products and campaigns for both the core toy business and other areas – from licensing to theme parks. He also led the internationally recognised brand into the computer games market, and film merchandising with the Star Wars, Harry Potter and Spiderman franchises whilst never ignoring the core product.
As a global executive leader, Christian Majgaard championed world famous toy maker LEGO’s change from a low tech plastic brick manufacturer to a brand that thrived on technologies such as robotics and interactivity developing both company and product through applied technology.
Christian Majgaard left LEGO to help international companies develop and implement strategies for customer focused growth (brand strategy, innovation and corporate vision/identity). In 2000 he founded his own company where he spends most of his time consulting, while serving on boards of major companies. Both through his leadership experience, his consultancy practise and his global record of success through innovation, Christian Majgaard is internationally recognised for adjusting corporate effectiveness through implementation of technologies and innovative strategies.
Christian Majgaard has successfully addressed change issues and applied strategy for international brands such as Motorola, Nestle and Unisys among his board level clients.
Christian Majgaard is a creative inspirator with a firm hand on analytical disciplines and strategy processes. He is a much demanded guest speaker all over the world, his favourite subjects being growth, core idea, business development, branding- and marketing strategy. Subjects on which he has written numerous articles as well.