LEGO Brand Group, based in Billund, Denmark, is a virtual entity within the KIRKBI Group dedicated to protecting, developing, and leveraging the full potential of the LEGO brand. It oversees all LEGO brand-related activities, including those of the LEGO Group, LEGO Education, LEGO Foundation, and LEGOLAND® attractions managed by Merlin Entertainments Group. The company focuses on software development and brand governance to ensure consistent and innovative expressions of the LEGO brand globally.
Key achievements of LEGO Brand Group include the successful integration and management of diverse brand-related activities, enhancing the global presence and impact of the LEGO brand. The group has played a pivotal role in expanding educational initiatives through LEGO Education and philanthropic efforts via the LEGO Foundation. Notable affiliated entities include the LEGO Group and Merlin Entertainments Group, which operate LEGOLAND® attractions worldwide. The group's strategic oversight ensures that the LEGO brand continues to inspire creativity and learning across various platforms and audiences.
