LEGO Appoints Gaming Veteran Fredrik Loving to Head Global LEGO GAME Division

LEGO Appoints Gaming Veteran Fredrik Loving to Head Global LEGO GAME Division

(IN BRIEF) Effective 1 July 2025, Fredrik Loving becomes Senior Vice President and Global Head of LEGO GAME, reporting to Julia Goldin in Copenhagen. Loving brings over 20 years of gaming industry leadership, including ten years at EA DICE on Battlefield titles, a board role at Rovio, and his tenure at Spin Master overseeing digital studios and hit games like Toca Boca World. He will guide LEGO’s digital gaming arm—responsible for LEGO Fortnite titles and partnerships on games like LEGO Party!—as LEGO seeks to enhance its digital play experiences. Loving replaces Remi Marcelli, now SVP of Global Brand Development.

(PRESS RELEASE) BILLUND, 3-Jul-2025 — /EuropaWire/ — The LEGO Group has appointed Fredrik Loving as Senior Vice President and Global Head of LEGO® GAME, effective 1 July 2025. This strategic hire underscores LEGO’s ambition to deepen its footprint in digital gaming and broaden its interactive offerings.

Loving joins LEGO from Spin Master, where he spearheaded the digital studios division from 2020. As President of Spin Master Digital Games, he oversaw the creation of award-winning titles such as Toca Boca World, Paw Patrol Academy, and Piknik, while shaping the company’s global digital strategy, studio network, and partnerships. Prior to Spin Master, Loving spent a decade at EA DICE leading blockbuster projects within the Battlefield franchise, and served on the board of Rovio, developer of Angry Birds.

Based at LEGO’s Copenhagen headquarters and reporting to Julia Goldin, Chief Product and Marketing Officer, Loving will drive the LEGO GAME division’s vision for fun, positive, and safe digital experiences. LEGO GAME is responsible for standout projects like the LEGO® Fortnite ecosystem—featuring LEGO Fortnite Odyssey, LEGO Fortnite Brick Life, and LEGO Fortnite Expeditions—and collaborates with partners on titles including LEGO® Party! and LEGO® Voyagers.

Julia Goldin commented, “Fredrik’s deep industry expertise, strong partnerships, and creative leadership make him the ideal leader for our LEGO GAME team. We look forward to his contributions as we expand our digital play portfolio.”

Reflecting on his new role, Loving said, “I’m honoured to join LEGO—a brand I’ve admired and enjoyed since childhood. This is a thrilling moment to innovate alongside the LEGO GAME team and deliver best-in-class digital play experiences.”

Loving succeeds Remi Marcelli, who transitioned earlier in 2025 to Senior Vice President of Global Brand Development.

Notes to Editor

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

Media Contact:

email: media@lego.com./media.relations@nike.com

SOURCE: LEGO