The LEGO Group appoints Fredrik Loving as Senior Vice President and new Global Head of LEGO® GAME

The LEGO Group today announced the appointment of Fredrik Loving as Senior Vice President and Global Head of LEGO® GAME, effective 1st July 2025. The strategic addition to the LEGO GAME leadership team demonstrates the company’s ongoing commitment to further expanding the LEGO Group’s presence in the digital gaming space and expanding its offering in the sector.

Fredrik brings to the role more than 20 years of experience in the gaming industry during which time he led game development studios and oversaw the development and launch of blockbuster games, including titles for the acclaimed Battlefield franchise during his 10-year tenure at EA DICE and he was on the board at Rovio, the makers of Angry Birds.

Fredrik joins the LEGO Group from Spin Master, having joined in 2020 as Executive Vice President of Digital Studios. He became President of Spin Master Digital Games in January 2021, leading the expansion of its digital business, with award-winning titles such as Toca Boca World, Paw Patrol Academy, and Piknik. Fredrik was responsible for evolving the company’s global digital strategy, overseeing its worldwide digital studio footprint and most recently fully dedicated to Digital Games Strategic Partnerships, M&A and Ventures.

Fredrik will be based at the LEGO Group’s headquarters in Copenhagen, Denmark, and reporting to Julia Goldin, Chief Product and Marketing Officer at the LEGO Group.

Julia Goldin, Chief Product and Marketing Officer, said, “We are delighted to appoint Fredrik to this critical role. Fredrik will be instrumental in shaping and delivering fun, positive and safe experiences, by fostering existing partnerships and exploring new opportunities that expand the LEGO Group’s digital presence. His extensive experience and network, combined with his passion and creativity make him an exceptional fit to lead the LEGO GAME team.”

Regarding his appointment, Fredrik Loving, SVP and Head of LEGO GAME, said: “I am honoured to join the LEGO Group, a brand I have admired for many years and loved since childhood – a brand that continues to evolve and engage its audience in new and creative ways. This is an incredibly exciting time to join the LEGO GAME team as we continue to innovate and offer new, best-in-class digital play experiences for our audiences.”

LEGO GAME division is responsible for helping deliver world class digital play experiences such as LEGO® Fortnite alongside Epic Games, a digital ecosystem on the Fortnite platform including titles such as LEGO Fortnite Odyssey, LEGO Fortnite Brick Life and the recently launched LEGO Fortnite Expeditions. LEGO GAME also works with partners to create varied gaming experiences for diverse audiences, including the recently announced LEGO® Party! and LEGO® Voyagers.

Loving takes over the role from Remi Marcelli who became Senior Vice President of Global Brand Development earlier in 2025.

For more information, please contact media@lego.com

About the LEGO Group:
The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine.
The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words Leg Godt, which mean “Play Well”.

Today, the LEGO Group remains a family-owned company headquartered in Billund. Its products are now sold in more than 130 countries worldwide. For more information: www.LEGO.com