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From a movie-making app starring Lego superheroes to life-size Lego-built forests in Australia, the brand's marketing is as creatively inspired as its product. "It's this magic marriage between being systematic and being creative," said CMO Mads Nipper. Corporate is surprisingly hands-off when it comes to creative. While product-oriented campaigns are overseen by Mr. Nipper, other efforts can be credited to local Lego marketers and their agencies. That can cause problems if the local outfits don't adhere to brand guidelines, but in a rare show of trust between client and creative, Mr. Nipper said, "We'll learn from the unintended consequences."