In December 2016, Jørgen Vig Knudstorp, CEO of the LEGO Group for more than a decade, steps down. He leaves the position to Bali Padda, who, as LEGO COO since 2006, has played a significant role in building up a reliable global supply chain.
Nine months later Bali Padda passes the baton to Niels Bjørn Christiansen who joins the LEGO Group as CEO on 1 October 2017.
He brings with him vast experience transforming global businesses, building high performing and effective teams and embracing environmental sustainability. He also has a deep understanding of leadership in a family-owned, value-based and purpose-driven company.
Niels B. Christiansen and his management team set out a plan to stabilise and transform the company. This involves making significant investments to drive growth in the short- and long-term. It includes expanding the product portfolio, launching Adults Welcome, a range for older fans, opening hundreds of LEGO branded stores globally and strengthening the e-commerce platform, as well as undertaking a massive digital transformation. The company also makes significant investments to become more sustainable. Collectively, these investments deliver significant sales growth and allow the company to bring play to even more children around the world.
The Executive Leadership Team of the LEGO Group. From left: Jesper Andersen – Chief Financial Officer, Niels B. Christiansen – Chief Executive Officer, Colette Burke – Chief Commercial Officer, Atul Bhardwaj – Chief Digital & Technology Officer, Julia Goldin – Chief Product & Marketing Officer, Carsten Rasmussen – Chief Operating Officer and Loren I. Shuster – Chief People Officer.
Leaving a positive impact on planet earth
Together with 4th generation owner Thomas Kirk Kristiansen, Niels B. Christiansen has set ambitious targets for becoming more sustainable.
“We know that children are looking to us to do what’s right. Caring for the environment is one of their top concerns. They are holding us accountable, and we must set ambitious goals and take meaningful and lasting actions to protect their futures.”
Niels B. Christiansen
The goals and actions Niels B. Christiansen and his team implement include targets for reducing carbon emissions in the short, medium and long term with a view to making the planet a better place for future generations. One specific example being the LEGO Group pledging to using 100% sustainable packaging by 2027, in support of the UN Sustainable Development Goal #12 “Responsible Consumption and Production”.
The most Reputable Brand in the World
Under Niels B. Christiansen’s management, the LEGO Group is ranked as the most reputable company in the world in the annual Global RepTrak100 survey released by the RepTrak Company™ in 2025. This is the third consecutive year that the LEGO Group has been ranked number one, and the ninth year in a row the LEGO Group has been ranked in the top three.
“Being named the world’s most reputable company for the third consecutive year is an incredible honour. This recognition is a testament to the hard work and dedication of all our colleagues around the globe, who strive to create joyful play experiences for kids and inspire the builders of tomorrow!”
Niels B. Christiansen
Niels B. Christiansen
Expansion for the Present and the Future
From 2018 onwards the LEGO Group significantly outpaces the toy market and in seven years both revenue and profit are doubled. The financial strength enables the company to sustain future growth.
To support our ambition to reach more children around the world with LEGO play the LEGO Group continues to invest in expanding its global supply chain network. It extends capacity at existing manufacturing sites in Mexico, China, Hungary and Denmark. It opened a new factory in Vietnam in 2025, and another will open in the US in 2027 and open three new regional distribution centres.
LEGO factories and buildings are and will be designed and constructed to the highest environmental standards to reflect our sustainability commitments.
