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, Gamelab, and LittleDevice[4] to produce LEGO web games. LEGO Direct was also responsible for the reissuing of classic sets under the Legends line.[5] The division was dissolved in 2004 after Brad's departure.[6]
Offices
LEGO Direct was headquartered in Manhattan.[1] By 2003, LEGO Direct had an office in Billund.[7]
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.[8].
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.
- ↑ "LittleDevice : design studio : Work since 01.01.01". Archived from the original on 2003-02-10.
- ↑ 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..."
