LEGO® Brand

We work to protect, develop and leverage the LEGO brand across all the LEGO branded entities.


LEGO Brand Group

LEGO Brand Group is a chairman’s office within KIRKBI with a dual purpose: To protect, develop and leverage the full potential of the LEGO brand across the LEGO branded entities, and to enable the active and engaged family ownership of the LEGO brand through generations.

Each LEGO branded entity has a different role in supporting the overarching LEGO Brand Vision – to be a Global Force for Learning through Play. In pursuing this vision, LEGO Brand Group focus on the LEGO brand’s long-term development and on ensuring that the vision is realised across the LEGO branded entities.

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The LEGO Group

Founded in 1932 by Ole Kirk Kristiansen, and based on the iconic LEGO brick, it is one of the world’s leading manufacturers of play materials and provides unique play experiences to children of all ages.

The LEGO Group employs more than 18.000 people in 15 countries and its products is made available across almost all countries in the world.

The LEGO Group is owned by KIRKBI A/S (75%) and the LEGO Foundation (25%). 

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Merlin Entertainments

Merlin Entertainments is Europe’s leading and the World’s second-largest location-based attraction operator. The company operates the LEGOLAND® parks founded by Godtfred Kirk Christiansen in 1968, the LEGOLAND® Discovery Centres and Midway Attractions among a number of other activities. KIRKBI owns 47.5% of Merlin Entertainments.

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For more than 40 years LEGO Education have been working with teachers and educational specialists to deliver playful learning experiences that bring subjects to life in the classroom and make learning fun and impactful. We have a wide range of physical and digital educational resources that encourage students to think creatively, reason systematically and release their potential to shape their own future.

LEGO® Education offers hands-on, cross-curricular STEAM solutions for early learning, primary and secondary education, competitions, and after-school programs.

LEGO House

LEGO® House, "Home of the Brick", is the world's largest playhouse in Billund - the hometown of the LEGO brick. 12,000 m2 large and filled with 25 million LEGO bricks, LEGO waterfalls and giant animals and plants. The house offers experiences for children of all ages, who want to develop creatively and explore the endless possibilities for learning through play through the LEGO brick.

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LEGO Ventures

LEGO Ventures is based on the LEGO® Idea that the LEGO System-in-Play may translate into many different expressions.

Guided by our shared mission ‘To inspire and develop the builders of tomorrow’, LEGO Ventures invests in companies, products and entrepreneurs to explore new Systems-in-Play, which will help us fulfil our mission and support our vision of becoming ‘A Global Force for Learning through Play’.

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LEGO Foundation

The LEGO Foundation aims to build a future in which learning through play empowers children to become creative, engaged, lifelong learners. We are dedicated to re-defining play and re-imaging learning to ensure children build the broad set of skills they need to thrive and succeed.

The LEGO Foundation strives to bring play and learning through play to children around the world by working to redefine play and re-imagine learning.

The LEGO Foundation owns 25% of The LEGO Group.