LEGO Brand Group

About LEGO Brand Group 
In January 2017, LEGO Brand Group was established as a virtual entity within the KIRKBI Group to protect, develop and leverage the full potential of the LEGO brand in the longer term and to ensure active and engaged family ownership of the LEGO branded entities through generations. 


Background
The LEGO brand, driven by the LEGO Group, has developed rapidly. Over the past decades, the LEGO Group has expanded its global presence and the LEGO brand has become not only a well-known but a highly trusted and strong brand across global markets. 

The LEGO brand is also part of a larger ecosystem of brands due to partnerships and licensed agreements. Additionally, the brand is more exposed than ever, and more and more strategic opportunities arise. 

The LEGO Brand Group sets the long-term direction for the development of the LEGO brand within the entire LEGO ecosystem. 

At the same time, the LEGO Brand Group will work to ensure that the future of the LEGO brand is managed with care and that the LEGO brand remains true to the essential LEGO idea and the family’s overall mission to inspire and develop the builders of tomorrow. 

The LEGO Brand Group is managed in a partnership between Jørgen Vig Knudstorp (Executive Chairman) and Thomas Kirk Kristiansen (Deputy Chairman) together with a small team. 

LEGO Brand Group exercises the owner governance of the LEGO brand through the boards of the relevant entities.

Illustration Caption: The primary aim of the LEGO Brand Group is to set the long-term direction for the development of the LEGO brand within the entire LEGO ecosystem.