PART 1 THE BUSINESS AREAS
KIRKBI is centered around three business areas
– strategic activities, investment activities and support functions.
KIRKBI has a clear focus on the development
and ownership of the Kirk Kristiansen
family’s strategic activities, ensuring
financial security and delivering highly
Through the three business areas – Strategic
Activities, Investment Activities and
Support – KIRKBI delivers on the aspiration,
which is to enable the Kirk Kristiansen
family to succeed with the mission
through generations and to create a
positive impact through responsible
ownership and investments.
| 16 | ANNUAL REPORT 2017
THREE BUSINESS AREAS
1 STRATEGIC ACTIVITIES
KIRKBI has the following strategic activities:
Strategic Activities managed by LEGO
• 75 % ownership of the LEGO Group.
• 29.7 % ownership of Merlin
Entertainments plc that among other
activities operates the LEGOLAND® Parks
and LEGOLAND Discovery Centres.
• 100 % ownership of LEGO® and
Strategic Activities – Renewables
• Investments in renewable energy to
support the commitment of the Kirk
Kristiansen family and the LEGO Group
towards balancing the Group’s global
energy consumption with renewable
energy, while at the same time
delivering attractive long-term returns
Read more about KIRKBI’s Strategic
Activities on pages 28-33.
About LEGO Brand Group
In January 2017, LEGO Brand Group was
established as a virtual entity within the
The purpose of the LEGO Brand Group is
to protect, develop and leverage the full
potential of the LEGO brand in the longer
term and to ensure active and engaged
family ownership of the LEGO branded
entities through generations.
The LEGO brand, driven by the LEGO
Group, has developed rapidly. Over
the past decades, the LEGO Group has
expanded its global presence and the
LEGO brand has become not only a
well-known but a highly trusted and strong
brand across global markets.
The LEGO brand is also part of a larger
ecosystem of brands due to partnerships
and licensed agreements. Additionally, the
brand is more exposed than ever, and more
and more strategic opportunities arise.
The LEGO Brand Group sets the long-term
direction for the development of the LEGO
brand within the entire LEGO ecosystem.
At the same time, the LEGO Brand Group will
work to ensure that the future of the LEGO
brand is managed with care and that the
LEGO brand remains true to the essential
LEGO idea and the family’s overall mission to
inspire and develop the builders of tomorrow.
The LEGO Brand Group is managed in a
partnership between Jørgen Vig Knudstorp
(Executive Chairman) and Thomas Kirk
Kristiansen (Deputy Chairman) together
with a small team.
LEGO Brand Group exercises the owner
governance of the LEGO brand through
the boards of the relevant entities.
The LEGO Brand Group is managed by
Jørgen Vig Knudstorp (Executive Chairman)
and Thomas Kirk Kristiansen (Deputy Chairman)