Rachelle Denton Leaves Lego to Lead Jellycat Social Strategy

After five and a half years steering social media strategy at the Lego Group, Rachelle Denton has shifted her focus to the world of plush collectibles. Denton steps into the role of Global Head of Social Media at the British soft toy brand Jellycat, where she will oversee the company's digital growth.

Denton announced the move via LinkedIn, characterizing her current transition period as a mix of onboarding and getting hands-on with the brand's expansive portfolio. During her tenure at Lego, she climbed to the position of Global Director of Social Media Strategy, helping guide the company through significant digital shifts. Her departure marks a notable change for the toy giant as it continues to integrate its loyalty-based Lego Insiders platform across its global retail channels. Jellycat now looks to leverage her experience in building large-scale community engagement as it seeks to elevate its social media footprint.