LEGO Holding

As owners of one of the world’s most loved brands, KIRKBI brings together LEGO® branded activities in LEGO Holding to build a unified brand experience across physical, digital, and location-based play

LEGO Holding is owned by the Kirk Kristiansen family through KIRKBI, keeping the LEGO branded activities in the hands of the family who founded the LEGO Group in 1932.

Inspiring the Builders of Tomorrow since 1932

Ever since the LEGO founder Ole Kirk Kristiansen made his first wooden toy in 1932, the LEGO brand has inspired and developed the builders of tomorrow through LEGO play, helping them to realise their full potential and shape their own worlds. And now, more than nine decades later, the foundation remains the same: the LEGO idea and LEGO ‘System-in-Play’.

The LEGO Idea and LEGO 'System-in-Play'

The LEGO idea is what every LEGO branded entity is based on. It started with the LEGO name ‘LEg GOdt’ (play well) and developed into the idea of bringing ‘System-in-Play’. This is characterised by a number of systematically designed interconnecting bricks and components which allow us to build anything we can possibly imagine. Here, we are not only creating, but also evaluating, reflecting and recreating. We experience endless possibilities and we learn through play - in a self-motivated and fun way.

The LEGO Idea and LEGO 'System-in-Play'

LEGO branded activities

As the LEGO brand has proven to be universally appealing and timeless it has been translated into many different expressions. And to keep everything connected, we have brought all the LEGO branded activities together. The goal is to create a unified brand experience - whether it is through physical play, digital play experiences, or location-based play.

Each of the activities has a unique role to play, and together they work to realise the long-term ambitions for the LEGO brand to give fans off all ages the best LEGO branded experience.

Three long-term ambitions

Rooted in the LEGO idea and strong belief in the value of Learning-through-Play, there are three long-term ambitions for the LEGO brand ownership:

Bring the LEGO idea to children of all ages through a unified brand experience across all touch points
Make the LEGO brick sustainable
Create a safe environment for children’s digital play

Three long-term ambitions

Rooted in the LEGO idea and strong belief in the value of Learning-through-Play, there are three long-term ambitions for the LEGO brand ownership:

Bring the LEGO idea to children of all ages through a unified brand experience across all touch points
Make the LEGO brick sustainable
Create a safe environment for children’s digital play

Working towards sustainable LEGO® bricks and elements

The LEGO Group is working hard to find solutions to make products from more sustainable materials by 2032. In fact, some of the LEGO® bricks and elements are already made with recycled and renewable materials. Whether it’s using sugarcane, recycled kitchen worktops or experimenting with fishing nets, the LEGO Group is leaving no brick unturned in its mission to make the products more sustainable.

Working towards sustainable LEGO® bricks and elements

Blending physical and digital play in exciting new ways

Since its launch in December 2023, LEGO Fortnite® has engaged over 87 million players. In 2024, the LEGO Group expanded the LEGO Fortnite gaming experience with the release of the first physical LEGO Fortnite® sets and new LEGO Islands within the digital Fortnite universe - among others LEGO Fortnite Brick Life, a brand-new social role-play game that invites players to make new friends, and build a home in the heart of a bustling city in Fortnite.