Lego Names Its First Head of Celebrity Talent

Lego has appointed Kelsey Gray Sherman as its first head of celebrity talent and brand first partnerships, Variety reported on 27 October 2026.

Sherman joins the toy company from WME, the talent agency, where she was vice president of its Entertainment Marketing & Advisory group. She will be based in Los Angeles. The role sits within Lego's Entertainment, Partnerships & Content division, and she will report directly to Jill Wilfert, the division's senior vice president. Sherman will also be a member of the division's leadership team.

The job is about relationships. Sherman will shape how Lego approaches celebrities, identifying entertainers and brands and building ties with them. That goes beyond the usual route of licensing deals, where a company allows its name or characters to be used for a fee, and product collaborations, where two names share a single item on shelves.

Lego has already worked in entertainment on a large scale. In 2024 the company partnered with Pharrell Williams to create a biopic animated entirely with Lego bricks. Each frame of that kind of film is built and photographed by hand, brick by brick, so the work depends on a close working relationship between the brand and the people making the story.

For readers, the appointment is a sign of where Lego wants to spend its time. A toy company that once sold mainly through its boxes now has a dedicated executive whose job is to find the people it works with next.