Observed Signal · Mar 31, 2026 · Interview · Source: Adweek · Impact: 2/5 · Sentiment: Positive
Lego’s In-House Agency Builds Connected Commerce
In an episode of the Brave Commerce podcast published by Adweek, Jennifer Berry, VP of commerce & digital at Our Lego Agency (the Lego Group’s in-house agency), explains how Lego is reorganizing to integrate creativity, commerce and retail under a single in-house team. Berry describes efforts to design seamless ecosystems across DTC, retail partners and physical experiences, and to bridge organizational channel structures with consumer behavior. The conversation highlights immersive retail, evolving product detail pages (PDPs), and the use of AI to automate processes so teams can focus on higher-impact creative work. The discussion frames growth as the result of orchestrating brand, media and retail into a unified performance ecosystem and balancing long-term brand building with real-time cultural relevance.
Describes an industry-relevant trend—brands consolidating creative, commerce and retail into in-house teams and using AI to streamline workflows—but is a thought-leadership interview rather than a major platform product or policy announcement.
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Key Takeaways & Evidence Grounding
- Jennifer Berry is VP of commerce & digital at Our Lego Agency, The Lego Group’s in-house agency.
- Lego is restructuring to bring creativity, commerce and retail together inside an in-house agency to create connected, audience-first experiences.
- The company aims to design seamless ecosystems across direct-to-consumer (DTC), retail partners and physical experiences (including immersive retail and evolving PDPs).
- The article emphasizes that consumers do not perceive channels the way organizations do, and that growth comes from orchestrating brand, media and retail into a single performance ecosystem.
- The immediate role of AI, according to Berry, is to streamline processes and free teams to focus on higher-impact creative work rather than replace creativity.
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