LEGO Creates New Brand Group

The Kirk Kristiansen family, owners of the LEGO brand, has established a new division for the company, titled the LEGO Brand Group.

April 6, 2018

LEGO Creates New Brand Group

New entity will increase focus on long-term brand potential for the popular construction brand.


The new group will facilitate the owner governance of all LEGO brand-related activities, including the LEGO Group and LEGO Education, as well as how the brand is being expressed by entities such as the LEGO Foundation and in LEGOLAND attractions. Additionally, the purpose of the LEGO Brand Group is also to protect and develop the LEGO brand.

“Our family ownership is deeply rooted in the LEGO Idea, which is about learning and development through play and a unique, creative play system that offers endless possibilities,” says Thomas Kirk Kristiansen, fourth generation owner, LEGO Group. “With our recent growth and globalization come new and exciting opportunities for the brand, and we establish the LEGO Brand Group to look into these new opportunities.”

Jørgen Vig Knudstorp, chief executive officer, LEGO Group, will chair the new entity in close partnership with

deputy chair, Kirk Kristiansen. Additionally, due to his new position, the board of directors of LEGO A/S will nominate Vig Knudstorp to become chairman of the board in May 2017.

Niels Jacobsen, present chairman of the board of directors, LEGO A/S, will continue in his role as deputy chairman in KIRKBI A/S.

“Over the past 12 years, Vig Knudstorp has developed an outstanding knowledge and understanding of the opportunities and challenges for the LEGO Group and the LEGO brand,” says Jacobsen. “Now is the right time to use Jørgen’s capacity in a broader role. I look forward to continue working with Jørgen in the future and to continue my work with Kjeld and Thomas Kirk Kristiansen in the KIRKBI A/S board of directors.”

Additionally, Bali Padda, currently chief operations officer, the LEGO Group, has been appointed to replace Vig Knudstorp as CEO and will take on his new role, Jan. 1, 2017.

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