The LEGO Group has appointed Fredrik Loving as Senior Vice President and Global Head of LEGO Game. The leadership move underscores the company’s continued focus on building its presence in the digital gaming space and delivering world-class interactive play experiences.
“I am honored 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,” says Loving. “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.”
Loving brings more than two decades of experience in the gaming industry, including senior roles at EA DICE, where he worked on the Battlefield franchise, and Spin Master, where he led digital initiatives for brands like Toca Boca, PAW Patrol Academy, and Piknik.
In his new role at LEGO, Loving will report to Julia Goldin, Chief Product and Marketing Officer, and will be based at the company’s Copenhagen headquarters. “We are delighted to appoint Fredrik to this critical role,” Goldin says. “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.”
He replaces Remi Marcelli, who transitioned earlier this year to lead LEGO’s global brand development team.
The LEGO Game division is behind high-profile digital collaborations, including the LEGO-themed experience within Fortnite, which continues to expand with new titles like LEGO Fortnite Odyssey, Brick Life, and Expeditions. The division also oversees upcoming titles such as LEGO Party! and LEGO Voyagers, targeting diverse play audiences through new partnerships and platforms.
Loving’s appointment comes as LEGO continues to blend physical and digital play, with a growing emphasis on fun, positive, and safe gaming environments.