Jørgen Vig Knudstorp to head new arm to increase focus on long-term brand potential.
The LEGO Group has confirmed it is to establish a new division which will focus on building long-term brand potential.
LEGO Brand Group will be headed up by current ceo Jørgen Vig Knudstorp, working in close partnership with deputy chair Thomas Kirk Kristiansen.
The main remit of the new arm will be to protect and develop the LEGO brand and brand-related activities (which includes the LEGOLAND attractions and LEGO Foundation).
Jørgen Vig Knudstorp commented: “I really look forward to this new challenge together with Thomas. I have enjoyed being the ceo of this great company, because I have a lifelong passion for the ‘LEGO Idea’.
“The role and the job have changed very much over these years, and this is the natural next step, as I am a firm believer in the value of active family ownership.”
Kjeld Kirk Kristiansen, owner of the LEGO Group, continued: “It has been very exciting to make these preparations for the future – not just for the next generation but also for generations to come.
“I am very pleased about the partnership between Thomas and Jørgen because I am convinced that their joint efforts and skills support our mission to inspire and develop the builders of tomorrow in the best possible way,”
Bali Padda, currently chief operations officer at the LEGO Group, has been appointed to replace Jørgen as ceo, and he will take on his new role as of January 1, 2017.
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