As the brand competes with disruptors such as Fenty and Glossier, it is focusing on a three-point plan to ensure it is relevant to younger consumers.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Marketing Week reveals the top 10 marketers in the charity and public sectors, part of our Top 100 Most Effective Marketers project.
Lego believes it has a role to play in equipping children with the skills they might need in a future job market set to be disrupted by automation.