As the LEGO Group continues to expand its partnerships with new brands and celebrities, it has created a new role to oversee these ever-increasing endeavours. Kelsey Gray Sherman has been appointed Head of Talent and Brand Partnerships. The new role will help shape the LEGO Group’s approach to celebrity talent, identifying and building relationships with entertainers and brands in ways that go beyond traditional licensing and product collaborations. In recent years, the LEGO Group has worked with several footballers, as well as musician Olivia Rodrigo, for a range of LEGO Editions sets. Next year, it will partner with Daft Punk for a new LEGO® Ideas set. There are also various LEGO Entertainment projects in the works, including possible films from Universal Pictures.
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