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LEG2

The LEGO Group

Creative & Production
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4
Founded
1932
Employees
10001+
Offices
6

About The LEGO Group

The LEGO Group is a family-owned play, entertainment and digital-experiences company founded in Billund, Denmark in 1932 by master carpenter Ole Kirk Kristiansen. Its primary operating activities are conducted through LEGO System A/S, while the wider group remains privately held through LEGO A/S and its owners KIRKBI A/S and The LEGO Foundation.

Although best known for creative play materials and the LEGO System-in-Play, the company also maintains a substantial in-house creative and digital-production operation. Our LEGO Agency (OLA) is its integrated creative agency and film-production arm, developing global brand advertising, cinematic short films and entertainment campaigns. The group also combines creative development with product design, digital engineering and interactive-play development.

Creative and digital production

OLA develops global campaigns and works with external directors and post-production partners on brand films, animation and promotional content. Reported work includes Play is Your Superpower, The Play Maker / Never Stop Playing, Grogu and You, Is it play you're looking for?, Rebuild the World and We Are All Builders.

The company's LEGO Design and Gaming Technology teams develop tools and connected experiences spanning physical and digital play. Their work includes software tools, game-engine plugins and Unreal Engine 5 and UEFN pipelines for Fortnite Island creations, as well as interactive hardware and audio systems under the LEGO SMART Play umbrella.

Capabilities

  • Creative strategy, concept development and global campaign production
  • Commercial films, promotional video and hybrid live-action/CGI production
  • 3D and stop-motion animation
  • Interactive-play design and connected-toy systems
  • Game-development tooling, platform pipelines and engine-plugin architecture
  • Consumer, retail and experiential campaign activation

Led by CEO Niels B. Christiansen, The LEGO Group combines physical play with media, digital experiences and entertainment for audiences in more than 130 countries. At year-end 2025, it reported 33,801 employees worldwide.

More about The LEGO Group

Leadership and creative history

  • Thomas Kirk Kristiansen is Chairman of The LEGO Group, while Nic Taylor serves as SVP and Head of Our LEGO Agency.
  • The business began producing interlocking plastic blocks in 1949. Its 1958 patent for the stud-and-tube coupling system became the technical foundation of the modern LEGO System-in-Play.
  • The name LEGO derives from the Danish phrase leg godt, meaning “play well.”

Notable credits

10 credits
  • Play is Your Superpower
  • The Play Maker / Never Stop Playing
  • Grogu and You
  • Is it play you're looking for?
  • Rebuild the World
  • We Are All Builders
  • What it is is beautiful
  • A man has fallen into the river in LEGO City
  • Zack the LEGO Maniac
  • LEGO SMART Play & Fortnite Experiences

Offices

Where The LEGO Group is based

6 locations

  • LEGO Campus

    Headquarters
    Åstvej 1, DK-7190 Billund, DenmarkBillund, Denmark

    Global corporate headquarters and LEGO Campus housing global leadership, product design, Our LEGO Agency and Gaming Technology development.

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  • Shang Hai Shi office

    LEGO Toy (Shanghai) Co. Ltd, 30F & 31F, No. 288 South Shanxi Road, Xuhui District, Shanghai 200031, ChinaShang Hai Shi, China

    Regional headquarters for Greater China and Asia creative development.

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  • Copenhagen offices

    Copenhagen, Denmark
    About this office

    **Office** Status: active Address: Østergade 26B, 1100 København K, Denmark Opened: 2022 Nordic regional hub and digital office. --- **Postgården** Status: active Address: Postgården, Løvstræde 1, 1152 København K, Denmark Opened: 2024 Nordic regional hub and digital office.

  • Singapore office

    LEGO Singapore Pte. Ltd., 38 Beach Road, #13-11 South Beach Tower, Singapore 189767Singapore

    Primary Asia-Pacific hub driving regional marketing and creative operations.

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  • London office

    LEGO Company Limited, 8–10 New Fetter Lane, London EC4A 1AZ / 1 Plough Place, London EC4A 1DE, United KingdomLondon, England, United Kingdom

    Global commercial and creative hub with extensive Our LEGO Agency creative leadership and digital operations.

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  • Boston office

    LEGO Systems, Inc., 1001 Boylston Street, Boston, MA 02115, USABoston, Massachusetts, United States

    Americas regional headquarters hosting brand management, Our LEGO Agency Americas and commercial teams.

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