Lego Appoints Its First Head of Celebrity Talent and Brand First Partnerships

The Lego Group has appointed its first head of celebrity talent and brand first partnerships.

Kelsey Gray Sherman has joined the company in the Hollywood whisperer role, which is part of the Entertainment, Partnerships & Content division. The new position “reflects the company’s growing focus on expanding the Lego brand’s presence across entertainment and culture,” according to a press release. Sherman will shape the toy and media company’s approach to celebrity talent, identifying and building relationships with entertainers and brands in ways that go beyond traditional licensing and product collaborations.

Sherman, who comes to Lego from WME, where she served as the vice president of the Entertainment Marketing & Advisory group, will be based in Los Angeles. She will report directly to Jill Wilfert, Lego’s senior vice president of Entertainment, Partnerships & Content, and will serve as a member of the division’s leadership team.

“Kelsey brings deep relationships across the talent and entertainment communities, along with a strong understanding of the Lego brand,” said Wilfert. “She knows how to bring together the right talent, partners and ideas in ways that feel fresh and authentic, and her experience and instincts will be invaluable as we continue to grow our work in entertainment and culture.”

Sherman added, “Having worked closely with the Lego Group for many years, I’ve seen first-hand its unique ability to bring together entertainment, experiences and culture. I’m excited to build on that strength through ambitious, distinctive partnerships with exceptional talent and brands. Together, we can create new ways to inspire creativity and play and connect with audiences around the world.”

Lego has built a large presence in the entertainment industry and cultural zeitgeist, with partnerships that date back decades. The company’s collaboration with the “Star Wars” franchise, for example, includes toy sets, television projects and a popular video game. The flagship Lego movies are considered big successes, and the company even partnered with Pharrell Williams in 2024 to create a biopic animated entirely with Lego bricks.