Brit named as the first non-Dane to run Lego as the beloved toy brand tries to ‘explore new avenues’ and open more Legoland parks
His appointment is part of a big shake-up in the company
A BRIT was yesterday named as the first non-Dane to run LEGO as it looks to build up its brand.
Chief operating officer Bali Padda, 60, will become chief exec as part of the biggest shake-up in the global toymaker’s 84-year history.
It will set up a separate company, Lego Brand Group, to “explore new avenues”.
It will include the growth of its Legolands, developed with Alton Towers owner MERLIN ENTERTAINMENTS.
Mr Padda will take over on January 1 from Jorgen Vig Knudstorp, who will become chairman.
The new boss was born in India in 1956 but moved with his family to England when he was 12.
Mr Padda has been at Lego, a family-owned private company with its HQ in Billund, Denmark, since 2002.
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He said: “It is a huge and exciting task and I look forward to the challenge.
“I have a strong passion for our product and brand, and I look forward to continuing the strategic direction we have set for the company.”
Mr Knudstorp was the first non-family member to head Lego when he took the job in 2004, overseeing its revival after a near collapse.
Despite competition from electronic games, it has cleverly used film tie-ins during the last decade to boost sales.
Thomas Kirk Kristiansen, the fourth generation owner of the Lego Group, said: “Bali possesses the right Lego mindset.
“He has a deep knowledge of our entire company, a very clear sense of what we need to do to take the company to the next level, and he is a true ambassador.
Lego, which has 18,000 workers, said its revenue rose 25 per cent in 2015 to £3.9billion. This makes it the second biggest toy company after Barbie-maker MATTEL.
Around 100million kids a year play with Lego’s iconic coloured bricks.