LEGO Group appoints Fredrik Loving as SVP and global head of LEGO Game

The LEGO Group has appointed Fredrik Loving as SVP and global head of LEGO Game, effective July 1st, 2025. 

Fredrik has over 20 years of games industry experience and joins the LEGO Group from Spin Master, where he served as president of Digital Games since 2021. 

He has also worked on major titles, including the Battlefield franchise during his decade at EA Dice. He also served on the board of Angry Birds creator Rovio. 

Fredrik will be based at the LEGO Group’s headquarters in Copenhagen, Denmark, and will report to chief product and marketing officer Julia Goldin. 

Exploring new opportunities 

Fredrik succeeds Remi Marcelli, who became SVP of global brand development earlier this year. 

“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 SVP and head of LEGO Game Fredrik Loving.

“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.”

Chief product and marketing officer Julia Goldin commented: “We are delighted to appoint Fredrik to this critical role. 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.”