Why is LEGO doubling down on digital? In his first-ever interview as the founding president of LEGO Digital Play, industry veteran Aaron Loeb (Electronic Arts, FoxNext, Kabam) reveals the bold vision behind LEGO’s new company. From “forever games” like Roblox and Minecraft to building trust with kids and families, Aaron breaks down why now is the right time for LEGO to level up in gaming — and how his journey from Broadway to the boardroom shaped the company’s next chapter.

02:00 Meet Aaron Loeb: A Journey Through the Game Industry

03:28 The Birth of Lego Digital Play + Lego's Organizational Structure

08:20 Aaron's Path to Lego Digital Play

15:21 Target Audience: From Kids to Adults

19:30 Long-Term Challenges in the Gaming Industry

27:39 The Future of Digital Play and Innovation

32:55 The Challenge of Building the Right Team

36:00 Assembling a Diverse and Talented Team

38:03 Lego's Unique Onboarding Experience

41:03 The Emotional Connection of the Lego Brand

44:05 The Importance of Trust in Gaming

48:51 Choosing London as the Headquarters

51:11 Balancing Remote and In-Office Work

53:55 Upcoming Industry Conferences and Events

56:43 Reflecting on Past Projects and Lessons Learned

President, LEGO Digital Play - Aaron Loeb https://www.linkedin.com/in/aaron-loeb-959a08/

Host, Jen Donahoe - https://www.linkedin.com/in/jenniferdonahoe/

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