Lego Has Hired a Hollywood-Whisperer

Lego has hired Kelsey Gray Sherman as its head of celebrity talent and brand-first partnerships, expanding its efforts to connect with entertainment and popular culture. The role matters because it gives the Danish toy company an in-house lead to develop relationships with performers, entertainment projects and brands beyond standard licensing deals.

Sherman joins from talent agency WME, where she was a vice-president in entertainment marketing and advisory, leading partnerships for clients including McDonald’s, Visa, Amazon and Lego. At Lego, she will work with talent and their representatives on entertainment projects and campaigns, and report to Jill Wilfert, senior vice-president of entertainment, partnerships and content.