LEGO appoints new Head of LEGO GAME with vast mobile experience

The LEGO Group has appointed Fredrik Loving as Senior VP and Global Head of LEGO GAME, bringing deep mobile-first experience to the company.

Fredrik Loving stepped into the role on July 1, 2025, taking over from Remi Marcelli who in turn became Senior VP of Global Brand Development earlier this year.The appointment is part of the LEGO Group’s goals of ‘expanding the LEGO Group’s presence in the digital gaming space and expanding its offering in the sector’.

Fredrik has more than 20 years of experience in the gaming industry, with his most recent role being President of Spin Master Digital Games, heading up the production of various mobile games, including Toca Boca World, Paw Patrol Academy, and Piknik. He was also on the board at Rovio, the makers of the app-based game Angry Birds.

“We are delighted to appoint Fredrik to this critical role,” said Julia Goldin, Chief Product and Marketing Officer. “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.”

With Fredrik also previously heading up licensed ventures and mergers/acquisitions at Spin Master, along with Julia’s mention of ‘existing partnerships and new opportunities’, there seems to be the possibility of third-party licenses for games, perhaps for some mobile games, again judging from his past experience. That’s not a given, of course, but it does seem to suggest that’s where the focus for the future of LEGO GAME lies.

“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,” said Fredrik. “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 is responsible for creating digital play experiences, including LEGO Fortnite in collaboration with Epic Games, and the recently announced LEGO Party and LEGO Voyagers.

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