In January 2017, LEGO Brand Group was established as a virtual entity within the KIRKBI Group to protect, develop and leverage the full potential of the LEGO brand in the longer term and to ensure active and engaged family ownership of the LEGO branded entities through generations. The LEGO brand, driven by the LEGO Group, has developed rapidly. The LEGO Brand Group sets the long-term direction for the development of the LEGO brand within the entire LEGO ecosystem.