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’.
Highlights
14
million visitors to LEGOLAND Parks in 2023
18.0
bn DKK
LEGO Group profit before tax in 2024
12 %
LEGO Group growth in consumer sales in 2024
LEGO branded activities
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The LEGO Group
Founded by Ole Kirk Kristiansen in 1932 and based on the iconic LEGO brick and the philosophy of Learning-through-Play, the LEGO Group is one of the world’s leading manufacturers of play materials – providing unique play experiences for children of all ages. LEGO Holding holds 75% of the LEGO Group. The remaining 25% is owned by the LEGO Foundation. -
Merlin Entertainments
Working to create magical and memorable experiences, Merlin Entertainments operates the LEGOLAND® Parks and LEGOLAND Discovery Centres as well as other world-famous attractions. -
LEGO® Education
LEGO Education offers a range of playful, learning experiences based on its comprehensive learning system for students in early learning, primary, and secondary education, as well as through after-school programmes and competitions.
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Investment in Epic Games
Epic Games is as a leader in interactive entertainment and 3D engine technology, known for creating Fortnite, one of the world’s most popular games. -
Rights and licenses
All rights/licenses to the LEGO® and LEGOLAND brands.
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