The LEGO Group has hired veteran gaming executive Fredrik Loving to serve as the new SVP and global head of its LEGO Game division. 

Loving started earlier this week and is tasked with cultivating new partnerships and managing in-house game development to expand the LEGO brand’s digital presence worldwide. His initial focus will be on overseeing upcoming console game launches for multiplayer party game LEGO Party! (SMG Studio) and survival action title LEGO Voyagers (Light Brick Studio), which were developed in collaboration with independent game studios. 

This announcement comes on the heels of CEO Niels Christiansen confirming in an interview with the Financial Times in March that the Danish brickmaker would be forming a games division that draws talent from its workforce of 1,800 in-house software developers. However, third-party partnerships will still play a key role in the business, including a multi-year pact between LEGO and Epic Games (LEGO Fortnite). 

Loving is coming off a five-year run at Spin Master in Toronto, where he served as president of digital games. During his tenure, he oversaw the ongoing development and updates of flagship social game Toca Boca World, as well as the launch of educational preschool apps PAW Patrol Academy (2024) and Piknik (2023). Under Loving’s leadership, the toyco’s digital games segment generated US$46.1 million in 2024 revenue, driven largely by more than five million downloads of the latest PAW Patrol app on Android platforms alone. 

Prior to joining Spin Master, Loving served in executive gaming roles at Psyop, Goodbye Kansas and DICE, and he was also a board member at Rovio Entertainment (Angry Birds). He replaces Remi Marcelli in heading up LEGO’s video game business—Marcelli shifted positions in May to oversee the brand development team as an SVP.