Lars is the creator of LEGO’s global success on Social Media and Video platforms. He is driving the well-known and innovative toy company's social media & video strategy and execution and has been developing the company's social media engagement from scratch and created a global organisation. From the base in London, he leads a team across multiple locations UK, DK, LA, East Coast US, Shanghai and Singapore. When he began in the company, an official LEGO page didn’t even exist. In 2014 he launched LEGO® TV in 40 markets. LEGO® TV is a native mobile experience for kids where they can experience high quality animated LEGO content. He also heads up the LEGO YouTube channels, which has reached more than 3.5 billion views and 2 million subscribers. Christmas 2015, Adweek scored LEGO as the number one brand on Social Media and YouTube in the toy industry. Lars holds a BA and MA in Digital Media Science and a HD in Innovation and Organisational Strategy, and has been named as one of the 25 most Innovative and influential marketers in Europe by the Holmes Report.