Lego AS - Company Profile
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Lego AS (Lego), a subsidiary of Kirkbi A/S, designs, manufactures, and markets a wide range of toys and games. The company offers creativity development products and teaching materials for children. Its products are focused on the concept of learning and development through play. Lego's product portfolio includes traditional toys, brick-building sets, education products, and games. It also offers accessories, backpacks and lunch boxes, books, clothing, keychains, puzzles and board games, gift cards, and home decor products. The company markets products under the LEGO brand name. It has a business presence across Americas; Europe, Middle East & Africa; Asia & Pacific. Lego is headquartered in Billund, Denmark.
Headquarters
Denmark
Address
Aastvej 1, Billund, 7190
Website
www.lego.com
Telephone
45 79 506070
No of Employees
29,112
Industry
Consumer Packaged Goods
Revenue (2025)
$12.6B
Lego AS premium industry data and analytics
Products and Services
| Products | Services | Brands |
|---|---|---|
| - | Service:- | - |
| Toys | Online Retailing | Lego |
| Accessories | ||
| XYZ | ||
| XYZ | ||
| XYZ |
History
History section provides information on new products, mergers, acquisitions, expansions, approvals, and many more key events.
| Year | Event | Description |
|---|---|---|
| 2026 | New Products/Services | In July, the company and The Pokémon Company International launched five new sets for the LEGO® Pokémon™ range of build and display experiences. |
| 2026 | New Products/Services | In July, the company and Formula 1 unveiled 22 fully drivable, LEGO minicars, as part of the FORMULA 1 PIRELLI BRITISH GRAND PRIX 2026 Drivers Parade. |
| 2026 | New Products/Services | In June, the company and Olivia Rodrigo announce the launch of new collaboration showcases five new sets inspired by defining songs, symbols and fan-favourite moments from across Olivia’s albums. |
Competitor Comparison
| Key Parameters | Lego AS | Mattel Inc | Hasbro Inc | Bandai Co Ltd | Cobi SA |
|---|---|---|---|---|---|
| Headquarters | Denmark | United States of America | United States of America | Japan | Poland |
| City | Billund | El Segundo | Pawtucket | Tokyo | Warsaw |
| State/Province | - | California | Rhode Island | Tokyo | - |
| No. of Employees | 29,112 | 31,000 | 4,520 | 886 | - |
| Entity Type | Private | Public | Public | Private | Private |
Executives
| Name | Position | Board | Since | Age |
|---|---|---|---|---|
| Thomas Kirk Kristiansen | Chairman | Executive Board | 2020 | - |
| Niels B. Christiansen | Chief Executive Officer; President | Senior Management | 2017 | - |
| Jesper Andersen | Executive Vice President; Chief Financial Officer | Senior Management | 2020 | - |
| Carsten Rasmussen | Chief Operating Officer | Senior Management | 2017 | - |
| Daan Ottink – van den Broek | Chief People Officer; Executive Vice President | Senior Management | 2026 | - |
| Non Dignissim Eros | Proin vel | Convallis | 2026 | XY |
| Non Dignissim Eros | Proin vel | Convallis | 2026 | XY |
| Non Dignissim Eros | Proin vel | Convallis | 2026 | XY |
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