Lego Names First Talent and Brand Partnerships Head — SkimNews
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- Lego appointed Kelsey Gray Sherman as its first head of celebrity talent and brand-first partnerships, placing the role within the Entertainment, Partnerships & Content division.
- Kelsey Gray Sherman will identify and build relationships with entertainers and brands beyond traditional licensing and product collaborations, reflecting Lego’s growing focus on entertainment and culture.
- Kelsey Gray Sherman joined Lego from WME, where she was vice president of the Entertainment Marketing & Advisory group, and is based in Los Angeles for the new role.
- Entertainment, Partnerships & Content will include Sherman on its leadership team, with Sherman reporting directly to its senior vice president, Jill Wilfert.
- Lego has collaborated with Star Wars across decades through toy sets, television projects and a popular video game.
- Pharrell Williams partnered with Lego in 2024 to create a biopic animated entirely with Lego bricks.
- Jill Wilfert said Sherman brings deep relationships across talent and entertainment communities, a strong understanding of the Lego brand and the ability to bring partners and ideas together in fresh, authentic ways.
Why it matters: The key change is not simply a senior hire: Sherman’s remit explicitly extends beyond licensing and product collaborations to building direct relationships with entertainers and brands. Lego now has its first dedicated executive for that broader mandate, reporting directly to Jill Wilfert.
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