LEGO Direct
| Company type | Division |
|---|---|
| Founded | 1999 |
| Defunct | 2004 |
| Fate | Dissolved |
| Headquarters | Manhattan, , United States |
Key people | Brad Justus |
| Parent | LEGO A/S |
LEGO Direct was the direct-to-consumer division of the LEGO group from 1999 to 2004. It was formed to improve the LEGO Group's interactions with consumers by consolidating its direct-to-consumer activities.[2]
History
LEGO Direct was announced publicly in 1999 by its Senior Vice President and founding member Brad Justus.[3] Some of its responsibilities were LEGO Shop @ Home, LEGO.com, and LEGO Club Magazine.[2] LEGO Direct partnered with New York game studios including Templar Studios and Gamelab to produce LEGO web games. LEGO Direct was responsible for the reissuing of classic sets under the Legends line.[4] The division was dissolved in 2004 after Brad's departure.[5]
Offices
LEGO Direct was headquartered in Manhattan.[1] By 2003, LEGO Direct had an office in Billund.[6]
In 2001, artist Eric Harshbarger was commissioned to build a mosaic mural of the New York skyline out of LEGO bricks for LEGO Direct's New York City office.[7].
References
- ↑ 1.0 1.1 "Bits N' Bricks Season 3 Episode 29 Feature and Transcript" (PDF). LEGO Group. p. 10. Retrieved 2024-06-30.
- ↑ 2.0 2.1 Varszegi, Erik (2005). "Interview with Erik Varszegi" (PDF). BrickJournal. No. 1. pp. 10–11. Retrieved 2024-06-30.
- ↑ Justus, Brad. "Introducing LEGO Direct". LUGNET.
- ↑ Justus, Brad (2001-06-08). "And the July Surprise is..." LUGNET.
- ↑ Justus, Brad. "goodbye... and hello". LUGNET.
- ↑ Wilson, Thomas Scott. ""billund office"". Archived from the original on 2004-05-20.
- ↑ Harshbarger, Eric. "Physical Pixels..."
