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Lego picks ATG for new global ecommerce site

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Using the ATG Commerce platform, The Lego Group is to create a completely new global web shop, designed to enhance its marketing and merchandising efforts and deliver a more personalised and relevant consumer experience.

The new Lego online shop will operate in 21 countries around the world. It will include support for multiple currencies and will incorporate dynamic personalisation and targeting capabilities.

"More and more are turning to the web to shop, play and learn, so it is incredibly important that we ensure shop.lego.com provides an engaging personal experience that motivates them to a deeper relationship with Lego products, experiences, and services," says Skip Kodak, a vice president at The Lego Group.

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