LEGO Brand Group

About LEGO Brand Group
LEGO Brand Group is an Executive Board Chairman’s Office within the KIRKBI Group, which looks after the LEGO brand. LEGO Brand Group is managed in partnership by Jørgen Vig Knudstorp (Executive Chairman) and Thomas Kirk Kristiansen (Deputy Chairman). In addition, a small number of experts (staff) support the Board Chairman’s Office regarding specific specialised functions.


Background
The LEGO Group, and with it the LEGO brand, has developed rapidly. Over the past decade, 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 primary aim of the LEGO Brand Group is to set the long-term direction for the LEGO brand – to protect, develop and leverage the full potential of the LEGO brand across the LEGO branded entities, including the LEGO Group, the LEGO Foundation, LEGO Education and Merlin Entertainments plc (who operates the LEGOLAND Parks). 


Furthermore, the aim of the LEGO Brand Group is to enable continued active and engaged family ownership during the present gradual handover process between the 3rd and 4th generations in the Kirk Kristiansen family, as well as laying the foundation for its continuation in future generations.


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.