Mads Nipper is Chief Marketing Officer and Executive VP of Marketing for the Lego Group. In these roles he is in charge of the company’s international product development; marketing and sales. In a statement he pointed out that they believe they’re succeeding in most areas but that “the right insights about the consumer are the foundation for everything [they] do.” He thereafter seeks to “translate those insights into meaningful, fun, and enriching play experiences that children around the world love.” With him in this role, the company has developed a strong sense around what it does well, rather than constantly pander to upcoming market trends. He explained: “the foundation for everything is to understand what is great play for children and what do those children’s lives look like—then we figure out how to translate what we know into meaningful LEGO experiences for kids.”