Vision 100


Fiona Wright

Vice-president and general manager, UK & Ireland


Lego has managed an amazing turnaround in the past decade to remain relevant in a world awash with digital playthings. Fiona Wright has helped the brand stay fresh, working her way from brand director Northern Europe, via sales and marketing, to the top UK role. A former Disney and Kellogg’s marketer, Wright has steered some strong partnerships. Her team has worked closely with other stakeholders to capitalise on surprise box office hit The Lego Movie.

Lightbulb moment: "Realising that it was good to be me, and just to be the best me I can be every day of my life."